Press Release Miele Introduces Innovative New MasterChef Oven Collection The smart oven that leads you step-by-step to the perfectly cooked meal, and remembers how to bake Mom's apple pie. Richmond Hill, Ontario - January 30, 2003 - Miele, the largest family-owned appliance company in the world, introduces the MasterChef oven series, the first fully-programmable digital ovens, as sleek and beautiful as they are easy to operate. The groundbreaking MasterChef Collection was developed specifically for the North American marketplace through intensive consumer research and is designed to make life easier for anyone who’s ever uttered the words “I just want to cook a turkey” in frustration at their oven’s complicated controls. “We spent hours videotaping consumers in test environments trying, in vain, to understand and operate a variety of ovens,” says Matthew Kueny, Manager of Miele USA’s Product Development Group. “Ease-of-use was their number one desire, and our motivation in designing the MasterChef oven. You don’t need an instruction manual to operate this oven. You don’t even need a recipe book. You won’t have to call your mother every time you make a roast,” continues Kueny. “You are always just two or three touches on MasterChef’s menu system away from a perfect meal.” The MasterChef operating system gives gourmet chefs ultimate performance and control, while novice cooks enjoy intuitively easy-to-use menus. “Ease-of-use, performance, design flexibility and quality are the defining characteristics of the new MasterChef oven line,” concludes Kueny. How the Miele MasterChef Oven cooks a turkey The MasterChef oven is like having a personal chef at your beck and call. Consumers simply choose what they would like to cook, and the MasterChef program does the rest, automatically selecting the optimal cooking mode and temperature. As an example, here’s how easy it is to cook a turkey Place the turkey on Miele’s Integrated Roasting Pan and insert roast probe. Select “Poultry” from the MasterChef menu. Select “Turkey” from the “Poultry” submenu. Select the size bird. with MasterChef: The oven sets the optimum time and temperature, and automatically sears and cooks the turkey to perfection, constantly reporting on its progress. You do nothing more: it’s really that easy. “You can make a chicken dinner or roast simply by entering the type of food you’re cooking and letting the oven do the rest,” states Vicki Richter, Miele Customer Support Manager. “We believe the new MasterChef’s programmability and easy-to-use operating system will define how all ovens are made in the future.” The only oven that remembers more than 30 favorite recipes A fantastic new feature unique to the Miele MasterChef oven is the “Favorites” program, which lets consumers store more than 30 customized cooking programs of their favorite recipes in the oven’s memory. The whole family will appreciate the unprecedented convenience. Mom or Dad can go away for a week and leave packaged dinners for the family, ready to cook under “Favorites”, for every night they’re gone. Novices, babysitters, teenagers - all become “MasterChefs” in just a few short touches on the soft key pad. Accurate to within 1°F - Total control for the true MasterChef The MasterChef oven may be easy for novice chefs, but it provides a professional level of total control and accuracy for true gourmets. With 15 cooking modes, and temperature accuracy to within 1°F, the MasterChef oven gives chefs ultimate flexibility to bake, roast, proof, dehydrate, broil and more. MasterChef comes equipped with unique Miele cooking features, such as Convection AutoRoast, which automatically sears meat first at high temperatures to hold in moisture. Miele’s true convection system delivers even, consistent cooking on six levels, with no flavour transfer. So you can cook salmon fillets and corn muffins at the same time with delicious results. And Miele’s dual timer lets you know when each will be done. Road-tested with real chefs MasterChef ovens have been extensively “road-tested” in professional environments, logging thousands of operating hours. Chef Mario Arnone of DuJour Gourmet in Philadelphia, PA was among the first pros involved. “Baking is the real mark of an oven’s capability,” he says. “There are always dead spots where you literally have to throw away some of your baked goods every time. We were amazed at the consistent and even results we got with the Miele oven. So much so, that we don’t even fire up our ‘professional’ ovens any more. We do all our baking in the Miele – for the best results.” The only oven that cooks in five languages... and keeps the Sabbath The MasterChef oven can be operated in five languages - English, French, Spanish, Portuguese and German making life more convenient for today’s multi-lingual households. This oven is even smart enough to convert to the metric system for recipes with International origins. “The Sabbath mode allows people of the Jewish faith to program their MasterChef oven to stay on for up to 72 hours,” says Tom Foy, Miele National Customer Support Manager. “Additionally, the oven will not activate until the food is placed inside, further balancing Kosher cooking needs with energy consumption concerns. When set to the Sabbath mode, the display and lighting remain unchanged – another key feature for religious observance.” Cleans in a breeze The MasterChef’s smooth, tempered glass control panel is easy to wipe clean, and when the oven is in self-cleaning mode, a unique catalytic converter inside the oven removes any unpleasant cleaning odours. Oh, it looks good, too In making the world’s smartest oven, Miele recognized that consumers want an oven that looks as good as it cooks. The MasterChef features a strong, symmetrically-balanced face that blends the contemporary and the classical in a “framed” motif that integrates tastefully with any kitchen. With single or double configurations available, MasterChef provides complete design flexibility in stainless, black or white with multiple handle options from sleek to professional. The Miele oven is striking enough to become a design focal point, yet subtle enough to blend seamlessly into virtually any style of kitchen architecture,” says Patricia Bender, Miele Showroom Manager and Interior Designer. “The sleek, sophisticated appearance doesn’t call undue attention to itself, won’t look dated over time and provides enduring beauty and functionality.” In conjunction with the MasterChef oven series, Miele is also introducing its revolutionary Warming Drawer. The Warming Drawer adds even more design flexibility and consumer functionality. It warms in just minutes, providing busy families with dinners kept perfectly warm for any unexpected delays, and supplying the frequent entertainer with warm hors d’oeuvres for hours on end. “The Miele Warming Drawer is a perfect complement to the MasterChef oven and cooktop,” states Paul McCormack, Miele Marketing Manager, Domestic Products. “In addition to the unplanned delay, it is the ultimate chef’s tool for keeping everything perfect for holiday dinners. The open-sided design is ideal for entertaining, providing easy access for large serving platters, so you don’t burn your hands or spill dipping sauces. We like to say the MasterChef Warming Drawer perfects the planned and unplanned wait.” “We are convinced that our MasterChef ovens represent the finest cooking appliances we have ever produced, and quite possibly the best you can own,” states Nick Ord, President of Miele USA. “The Master Chef Collection is yet another example of how we continually strive to create innovative, quality solutions to enhance the customers’ experience with our appliances.” MasterChef oven collection retails from $3.999 for a single oven to $6,999 for a double oven with stainless steel finish; Warming Drawer retails from $1,799 to $1,999. About Miele: Miele may well be the breakout quality brand of the decade. Long considered a household name in Europe and worldwide, Miele is exploding onto the scene in Canadat and the United States with its sleek design, superior engineering and unparalleled service. Founded in 1899 on a promise of Immer Besser, a German phrase meaning “forever better,” Miele has distinguished itself in the appliance market by continuing to offer a record number of major innovations. As the world’s largest family-owned and operated appliance company, Miele is immovably committed to the highest quality, performance and environmental standards. The firm’s innovative heritage, together with their state-of-the-art design and engineering aesthetic, has inspired frequent comparisons in the media to other German companies synonymous with innovation: Mercedes Benz and BMW. Miele sells a wide range of exceptional consumer appliances including vacuum cleaners, laundry systems, rotary irons, dishwashers, built-in ovens, cooking surfaces, ventilation hoods and steam ovens, as well as the revolutionary built-in coffee system. In addition, Miele offers professional laboratory glassware washers, industrial parts cleaning systems, dental disinfectors and commercial wet cleaning systems.
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