30 Apr Breville "The Food Thinkers"
Breville loves learning and discussing everything about food, and are the original creators of the sandwich toaster. Now they manufacture a wide range of small appliances. The product was a huge success upon its launch in Australia in 1974, selling 400,000 units in its first year and making the Breville brand a household name in Australia. The Breville toasted sandwich maker was a success when launched in New Zealand and Great Britain. The name became synonymous with such devices to the point where “Breville” has become the generic word for a sandwich toaster, and often the toasted sandwich itself, in much the same way that “Hoover” is associated with the vacuum cleaner.
Everything Breville creates is designed to help you love your food. Delivering innovation and insight that empower people’s potential to do things more impressively or easily than they’d thought possible in their own kitchen. Breville’s mission objective is to be the kitchen appliance brand that engages people with ‘food thinking’,and to design the best kitchen tools in the world.
In 1932 Sydney Australia, Bill O’Brien and Harry Norville mixed their last names together and the Breville brand was created. Their humble beginnings started off as radio manufacturers, then mine detectors for the war. After World War II and the commencement of television transmission in Australia in 1956, Breville turned its attention to small appliances. They also commenced manufacturing of television sets under the Precedent name brand. Electronic Industries Limited bought their television business in 1968. Now delivering kitchen products to over 32 countries all over the globe, Breville has evolved to become an iconic Australian brand. Breville’s thoughtful designs, and brilliant innovation has enhanced many peoples lives in the kitchen.
With Bill’s son John O’Brien setting up the Breville Research and Development centre in the late 1960s, and his daughter Barbara, running the Marketing department during the 1990s. The O’Brien family continued development of the Breville business for three generations. John passionately steered many merchandise development initiatives for the Breville brand up until his death in December 2004. The toastie maker development was completed in 1974. Australia’s first food processor, the Breville Kitchen Wizz was launched in 1977. Other firsts include the world’s first high wall heating electric wok, the adjustable height sandwich press, the active arm citrus press, the world’s first juice extractor to juice whole fruit, and in 2010, the Tea Maker, a variable temperature kettle with a self-lowering basket that brews tea automatically.
Breville has become a world leader in many small appliance categories because of the excellent work of their research and development centre. What began with an engineer and one designer in 1968, is now one of Australia’s largest and most innovative industrial design centres, and one of the largest worldwide in the small electrical appliance industry. Today, Breville’s R&D team has been awarded more than 40 international design awards and has over 100 active patents. Breville’s Centre of Design Excellence is now located in Botany in Sydney.
Breville Australia sold its ownership of the brand in Europe 1982, which today is owned by Pulse Home Products. The European business is based in England and trades almost exclusively in the United Kingdom and has collaborated with Antony Worrall Thompson. Pulse handles its own product development and is no longer affiliated with Breville’s Centre of Design Excellence in Australia. Outside of Europe, the Breville brand is a division of the Australian ASX listed Breville Group, which also has bases in the Canada, U.S., New Zealand and Hong Kong. The Breville brand was launched into the Canada and USA in 2002. North Americans have embraced the brand and products and today Breville is considered one of the most premium and innovative small kitchen appliance brands in these markets. It is available for sale in premium retailers such as Williams Sonoma, Sur La Table, Bloomingdales, Bed Bath & Beyond and Macys. Breville’s Australian run brand continues to expand overseas and trades in over 30 countries including China, Brazil, South Africa, Mexico and Israel.
The company makes contact grills, kettles, espresso machines, toasters, microwave ovens, deep fryers, coffeemakers, breadmakers, juicers, pressure cookers, blenders, Keurig single serve coffeemakers, and food processors. Breville’s Juice Fountain series of products is the world’s best selling juicer technology with approximately 20% of the world’s juicer sales. Breville’s juicers currently hold three of the top five spots in the Amazon bestselling list. Ross Noble referred to the Breville in a stand-up sketch, in which he described a monkey with a Breville attached to his leg, so when he fancied a cheese toasted sandwich, he would clap his hands and shout “Breville Monkey!”. In 2007, Oprah listed Breville’s Panini Press in her list: “Oprah’s Favorite Things 2007.” It was again given away in the “Oprah’s Ultimate Favorite Things” held in 2010.