Ankarsrum: Endless possibilities with versatile retro classic

Ankarsrum makes and markets the award-winning Assistent Original, a multi-functional stand mixer that helps with everything from making bread, pasta and ice cream to mincing meat or mixing smoothies. This is the perfect tool also when baking delicious gingerbread cookies and saffron buns ahead of Christmas, or as a gift to a loved one.

With roots in a 1937 redesign of a bulky professional-use baking machine, Assistent Original has been a much-loved modern classic for a long time. An increased focus on export markets over the past few years has been helped by a widespread baking trend and an uptick in people wanting to learn more about cooking from scratch.

With TV programs such as the massively successful British baking competition Great British Bake Off and the Swedish equivalent Hela Sverige Bakar, where Assistent Original appears, there is an increased interest in baking. “Our product is over 80 years old, and yet it continues to meet the challenges of baking in the best way possible,” says Marcus Grimerö, CEO.

The Swedish product line is popular worldwide, amongst food enthusiasts and hobby bakers alike, with a recent boom in the US. In fact, Ankarsrum Assistent Original has been named Best Stand Mixer by America’s Test Kitchen, with the motivation; “If you often do a lot of heavy-duty, large-batch baking, especially breads, we suggest investing in the Ankarsrum Original 6230 Creme and Stainless Steel 7 Liter Stand Mixer.”

Season for cooking and baking

The peak season for cooking and baking is autumn, leading up to Christmas. “This is when people spend more time at home, cooking their favourite hearty and warming dishes as well as baking delicious and irresistible treats ahead of Christmas,” says Grimerö. “Our Assistent Original is ideal for that time in the kitchen, and is an appreciated gift for family or friends.”

“A stand mixer is essential for any serious home baker,” he continues. “You can make bread, pizza, juice, smoothies, burgers, ice cream – and much more. It’s a versatile kitchen friend – and it is easy on the eye, too.” While most modern stand mixers have an arm with a whisk in the overhang, Ankarsrum’s classic has a rotating bowl with the motor and gearbox in the base, making it exceptionally strong and stable.

Ankarsrum Assistent Original stands out from the crowd in that it is small, comparatively speaking, meaning that flexibility is never a problem and decisions can be made fast. In a sector where the majority of brands work across the whole home or electronics segments, Ankarsrum is highly niche and specialised. In a way, it was this very approach that made the company what it is today.

“Many of our customers are well-read and skilled, and they all share an enthusiasm and passion for what they do. Quality is really important to them,” says the CEO. “We’ve got strong Swedish roots and are all about that hand-made quality, which is exactly what their hobby is about too – baking, cooking, using their hands.”

Ingenious design and Rustic Maroon

Communication has been paramount for Ankarsrum, when it comes to reaching new markets and supporting consumers. “We’ve always focused on education and inspiration, but naturally, that’s made a lot easier thanks to continuous digitalisation,” Grimerö notes. More online groups and networks have popped up, and foodies are connecting across borders, sharing inspiration and tips, united by their love of cooking and food.

The charming retro design may be a nod to a proud past, but what you get when you buy your own Assistent Original is an original that is being continuously updated and improved – very much thanks to customer input. “We know that some people are still using the kitchen assistant they bought in the ‘50s or ‘60s, but we’ve responded to requests for accessories to make sure that older assistants can meet the needs of today,” Grimerö explains. “There’s a blender, we’ve got pasta rollers, and now there’s an ice cream maker as well.”

Ankarsrum is extending the product range, most recently with the new colour Rustic Maroon. The red-infused shade of brown brings character to a traditionally core neutral colour. “Its warm qualities invite a sense of reassurance, authenticity, and quality,“ Grimerö adds. “It points to a desire for longevity, timelessness, and connection.”

For inspiration and tasty recipes, take a look at Ankarsrum’s website: www.ankarsrum.com
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