KBzine: the original kitchen and bathroom industry e-news - since 2002
28th January 2021

We strongly recommend viewing KBzine full size in your web browser. Click our masthead above to visit our website version.

Whirlpool's fridges add healthy trade-up opportunity for retailers

Whirlpool has partnered with Microban to develop an anti-bacterial refrigerator air filtration system to protect consumers' food from harmful bacteria.

All the air in a Whirlpool fridge passes through the high-tech Microban anti-bacterial filter. Microban is the world leader in anti-bacterial air filtration designed to reduce bacteria, odours and mould in the refrigerator. This ensures mould and odours cannot survive to cause a harmful build up of bacteria, which means Whirlpool's fridges stay hygienic for longer, offering the enterprising retailer a valuable sales tool.

Recent research by Microban found the salad drawer is the most dangerous place in the fridge, with almost 8,000 bacteria per square centimetre. Whirlpool's fridges, with the help of Microban, can kill the majority of bacteria that lands on a surface within 24 hours, meaning food lasts longer and consumers can reduce the time they spend cleaning their fridges.

In a poll by Gallup 75%vof consumers preferred to purchase a product with antimicrobial protection, making Whirlpool's Microban air filtration system an excellent selling tool. Whirlpool's impressive line up of refrigerators featuring Microban filters include the award winning Nova Side by Side, with its flush design, 6th Sense technology and anti-bacterial filter, it has everything a consumer needs.

"Hygiene in refrigerators is of the utmost importance to Whirlpool, especially during the festive season when consumers store the festive poultry and bulk buy," says Juliana Sado, Brand Marketing Manager for Whirlpool. "Whirlpool's partnership with Microban is an excellent benefit for consumers.

"Whirlpool's partnership with Microban is a great advantage for the retailer too, as it provides added value at point of sale. Ideally, the filters should be replaced six monthly, providing long-term income and footfall to the store to buy a new Microban filter."

Image caption: Whirlpool's Nova Side by Side refrigerator with Microban anti-bacterial air filter to reduce bacteria and protect consumers.

T: 0208 649 5000
W: www.whirlpool.co.uk

13th January 2012