KitchenAid Unveils Bold New "Make More Than Meals" Campaign and Full Line of Major Appliances Designed to be Personalized

Rhea-AI Summary

KitchenAid (WHR) launched the "Make More Than Meals" integrated campaign and a fully redesigned line of major appliances on October 13, 2025.

The collection offers three exterior finishes (Juniper, Black Ore, Stainless Steel) and four interchangeable handle/knob hardware options (Brass, Bronze, Black Ore, Stainless Steel) sold via accessory kits on KitchenAid.com. New features include Assisted Cook Cycles in smart ovens and ranges, precise-temperature induction cooktops, the Advanced ProDry™ dishwasher system, and Preserva® Food Care in refrigerators.

Insights

Consumer appliances strategist

KitchenAid's refreshed product line and personalization campaign aims to drive brand relevance and incremental sales through design-led differentiation.

The release signals a coordinated marketing push and a wide appliance refresh across major categories, pairing a three‑finish palette with four hardware options that are interchangeable across nearly every SKU. This creates a clear merchandising story that can increase attach rates for accessory kits and raise basket size at retail while positioning the brand for lifestyle‑oriented consumers.

Execution depends on retail inventory, accessory availability, and clear point‑of‑sale education so consumers understand interchangeability and fit. The owner‑satisfaction claim for dishwashers supports quality messaging but will matter most to prospective buyers if retailers and online listings surface that credential prominently.

Watch near term for retailer assortment decisions and availability on KitchenAid.com, marketing cadence into the holiday selling season, and measurable SKU-level add‑on sales for hardware kits within the next 3 months; longer term, monitor whether personalization contributes to sustained higher attach rates and category share across major appliances by Q1 2026.

With a curated palette of exterior finishes and mixed metal hardware, personalization is no longer just for the recipes personal to you, but for the appliances that make it happen.

BENTON HARBOR, Mich., Oct. 13, 2025 /PRNewswire/ -- KitchenAid is launching a bold new integrated campaign today alongside a fully redesigned line of major appliances. "Make More Than Meals" reintroduces the heritage brand, long synonymous with the iconic stand mixer, to a new generation of consumers by bringing the world back to the power of a life lived hands on.

"In our busy lives today, we so often turn to whatever's most convenient, whether that's delivery apps or microwave meals. The kitchen has become expected and routine," says Shannon Blakely, Chief Marketing Officer North America for Whirlpool Corporation. "But with KitchenAid, it becomes a space of intention — where creating by hand unlocks connection, joy and self-expression. And our appliances seamlessly integrate into your space with timeless design and one-of-a-kind colors."

The new line of major appliances comes in a curated palette of three exterior finishes, all of which pair harmoniously with four handle and knob options designed to coordinate with kitchen design trends including faucet finishes and cabinet materials. Consumers can mix and match all finish and hardware options interchangeably to personalize their appliances across every category and nearly every sku, including:

• Juniper, a nature-inspired neutral that shifts between green and blue, adding beauty and balance to the kitchen.
• Black Ore, a deep matte black whose rich warmth beautifully complements wood tones and cabinet finishes.
• Stainless Steel, a classic look for any home.
• Handle and Knob Hardware in Brass, Bronze, Black Ore and Stainless Steel that blend seamlessly in a default color-match and can be changed out via accessory kits available on KitchenAid.com

As the creator of the first stand mixer and the first home dishwashers, KitchenAid has been elevating what consumers expect from the kitchen for over 100 years. The new line builds on our heritage of innovation with features that simplify the everyday, empower creative expression and help turn inspiration into reality. Products include:

• Smart Wall Ovens and Ranges with Assisted Cook Cycles encourage trying new recipes by suggesting cook times and temperatures for numerous food types.
• Induction Cooktops that let you set a precise temperature for control beyond standard high, medium and low settings.
• #1 Ranked Dishwashers in Owner Satisfaction Three Years in a Row,¹ now with the revolutionary Advanced ProDry™ System so dishes come out table-ready.
• Freestanding and Built-In Refrigerators that perfectly blend form and function with a premium pantry-inspired design and the Preserva® Food Care System that helps keep food fresh and flavorful.

For more information about the latest products and features from KitchenAid, and to find a retailer near you, visit KitchenAid.com.

About Whirlpool Corporation

Whirlpool Corporation (NYSE: WHR) is a leading home appliance company, in constant pursuit of improving life at home. As the last-remaining major U.S.-based manufacturer of kitchen and laundry appliances, the company is driving meaningful innovation to meet the evolving needs of consumers through its iconic brand portfolio, including Whirlpool, KitchenAid, JennAir, Maytag, Amana, Brastemp, Consul, and InSinkErator. In 2024, the company reported approximately $17 billion in annual sales - close to 90% of which were in the Americas - 44,000 employees, and 40 manufacturing and technology research centers. Additional information about the company can be found at WhirlpoolCorp.com.

About KitchenAid

Since the introduction of its legendary stand mixer in 1919 and first dishwasher in 1949, KitchenAid has built on the legacy of these icons to create a complete line of products designed for those with a passion to make. Today, the KitchenAid brand offers virtually every essential for the well-equipped kitchen with a collection that includes everything from countertop appliances to cookware, ranges to refrigerators, and whisks to wine cellars. To learn more, visit KitchenAid.com or follow us on Instagram, @KitchenAidUSA.

1. Data is based on the first 12 months of ownership. For J.D. Power 2024 award information, visit jdpower.com/awards.

View original content to download multimedia:https://www.prnewswire.com/news-releases/kitchenaid-unveils-bold-new-make-more-than-meals-campaign-and-full-line-of-major-appliances-designed-to-be-personalized-302581459.html

SOURCE KitchenAid

FAQ

What did KitchenAid (WHR) announce on October 13, 2025?

KitchenAid announced the "Make More Than Meals" campaign and a redesigned major-appliance line with new finishes, interchangeable hardware, and updated smart cooking features.

Which finishes and hardware does KitchenAid (WHR) offer in the new appliance line?

The line offers three exterior finishes: Juniper, Black Ore, Stainless Steel, and four handle/knob options: Brass, Bronze, Black Ore, Stainless Steel.

How can consumers personalize KitchenAid (WHR) appliances?

Consumers can mix and match finishes and swap hardware via accessory kits available on KitchenAid.com to personalize nearly every SKU.

What smart cooking features are included in KitchenAid (WHR) ovens and ranges?

Smart wall ovens and ranges include Assisted Cook Cycles that suggest cook times and temperatures for many food types.

What dishwasher and refrigerator updates did KitchenAid (WHR) highlight?

KitchenAid promoted a dishwasher ranked #1 in owner satisfaction three years in a row now with Advanced ProDry™, and refrigerators with the Preserva® Food Care System.