The challenge:

It is important to Irinox that this additional product range, Irinox Home, established its own distribution channel that was separate from their highly regarded and successful commercial range of appliances.

The end customer would be very different.

The challenge within the challenge:

Whilst the techniques of blast chilling and shock freezing are highly valued in commercial kitchens, the benefits are not widely known to hobby chefs and home cooks.

Therefore, we had a solution looking for problem.

Our working method:

The pandemic prevented us from visiting the factory, so we familiarised ourselves with the technical benefits of the hero product, the blast chiller, by investing in a test appliance. 

This allowed us to uncover real-world domestic benefits of the functionality, becoming evangelical about Irinox and blast chilling. We soaked-up all of the product training available via zoom.

We then systematically worked through in-market leads that were being organically generated by Irinox. This gave us an invaluable insight into what attracted potential consumers, where the barriers were and how we could most effectively move-forward.

Kitchen Alchemy also opened an online and off-line remote selling channel to experience first hand the challenges and benefits of selling the product.

The pivot:

Irinox envisaged a one-step distribution. Factory to a network of displaying kitchen retailers, who in turn sold on to their clients.

To be successful this strategy required a rapid consumer & retailer acceptance of the core functionality, it also ignored Irinox's strongest value proposition, their non-integrated, countertop Fresco models.