KITCHENAID UNVEILS ITS 2025 COLOR OF THE YEAR: BUTTER - THE COLOR THAT IS PROVEN TO EVOKE NOSTALGIA

Rhea-AI Summary

KitchenAid, a Whirlpool brand, has announced Butter as its 2025 Color of the Year. This soft, energizing butter yellow with a creamy satin finish represents the seventh installment of KitchenAid's Color of the Year Program. The color choice is backed by consumer research showing that over half of consumers associate buttery yellow with comforting homemade meals.

The new color will be available on the Artisan® Series 5 Quart Tilt-Head Stand Mixer, priced at $499.99. According to Chad Ries, Global Brand Marketing Director at KitchenAid Small Appliances, the color selection aims to evoke nostalgic feelings of cooking with loved ones. The development process focused on creating a warm, modern shade that promotes feelings of warmth and joy in the home.

Positive

• New product color launch targeting emotional consumer connection
• Strategic pricing at $499.99 for premium positioning
• Research-backed color selection with proven consumer appeal

Negative

• None.

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Three Years in the Making, the Buttery Yellow Invites Warmth and Connection, Making Every Space Feel
Like a Comforting and Welcoming Home

BENTON HARBOR, Mich., Feb. 6, 2025 /PRNewswire/ -- Today, KitchenAid reveals its 2025 Color of the Year: Butter. Butter is a soft, energizing butter yellow with a creamy, satin finish that spreads warm flavors and cherished memories to the table, creating a heartwarming atmosphere.

"More than half of consumers connect a buttery yellow color with comforting homemade meals¹. As the KitchenAid^® Stand Mixer has been a staple in kitchens for generations, the 2025 Color of the Year selection goes hand in hand with the nostalgic feelings we get thinking back on memories of cooking with our loved ones," said Chad Ries, Global Brand Marketing Director at KitchenAid Small Appliances. "Butter gives off indulgent, comforting and inviting feelings through its modern and energizing yellow that invites makers to savor the moment."

Butter is the seventh installment of the KitchenAid^® Color of the Year Program. Since introducing the first Stand Mixer colors in 1955, KitchenAid has championed the power of color to fuel creativity, and today the brand's Color of the Year taps global trends to capture the current moment and inspire makers around the world.

"When creating Butter we were inspired by warmth and the sense of nostalgia," said Brittni Pertijs, Color, Finish, and Material Manager at Whirlpool. "We knew we wanted the color to feel like a warm embrace and compared to other colors, we found that yellow is significantly more likely to evoke feelings of warmth and joy¹. In the color development phase, we worked hard to ensure Butter captured these emotions while also feeling fresh and modern in the home."

The Artisan Stand Mixer is now available on KitchenAid.com.

• Artisan® Series 5 Quart Tilt-Head Stand Mixer (available in Butter)
  • KSM195PSBT– MSRP $499.99²

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.

Media Contact:
MSL
KitchenAidPR@mslgroup.com

¹ Source: An online Ipsos survey in US, UK, MX, DE, CA, AUS (n=1,000 per country), gen pop, 18 years of age and older. Data is nationally representative by age, gender, race/ethnicity and region. The survey was fielded between September 27 - October 1, 2024.
² MSRP is manufacturer's suggested retail price. Dealer alone determines actual retail and advertised prices.

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SOURCE KitchenAid

FAQ

What is KitchenAid's 2025 Color of the Year for WHR products?

KitchenAid's 2025 Color of the Year is Butter, a soft, energizing butter yellow with a creamy satin finish.

How much does the new KitchenAid Artisan Stand Mixer in Butter color cost for WHR?

The Artisan Series 5 Quart Tilt-Head Stand Mixer in Butter color is priced at $499.99 MSRP.

What consumer research supports WHR's choice of Butter as the 2025 color?

Research shows that more than half of consumers associate buttery yellow with comforting homemade meals, and yellow is significantly more likely to evoke feelings of warmth and joy.

When did WHR's KitchenAid brand first introduce colored Stand Mixers?

KitchenAid first introduced Stand Mixer colors in 1955.