The British heritage brands AGATC and Redfyre bring the cooker to the heart of the Chinese home

27th March 2015, Beijing, China – Britain’s internationally renowned AGA Rangemaster Group, known for 300 years of innovation and design, is adding a new recipe to home cookery in the world’s largest consumer market with the launch today of the AGATC and Redfyre range-cooker brands in China. Guest of Honour Michael Charlton, Minister Counsellor for Trade and Investment in Beijing, and William McGrath, CEO of AGA Rangemaster Group, attended the launch event in Beijing on Friday 27th March.

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Photo from left to right:, AGA Rangemaster Group Asia Business Development Director Daniel Wong, Sales Director Mark Davison, CEO William McGrath, UKTI Michael Charlton, and Hi-seasons CEO Martin Qiu, Head of Marketing Panyong

The cookers have been specially designed to satisfy the growing hunger for world-class products amongst China’s fast-emerging, increasingly wealthy middle class – in a country also famed for its high culinary standards and family life. In the UK, the company’s products have already found approval in the homes of everyone from the Royal Family and the Prime Minster to the UK’s best known cooks, Mary Berry and Jamie Oliver. The story of the AGATC cooker is that of award-winning innovation. It was invented in 1922 by the Swedish Nobel Prize winner Gustaf Dalén.  The AGATC is made with cast iron forged in the factory where the whole industrial revolution began.  The unique, cast-iron AGATC cookers, beautifully enamelled in a wide choice of colours, use radiant heat to ensure the flavour, moisture and nutrients are locked into food, meaning it tastes better. When the cooker was first introduced to the UK, royalty, politicians, leading actors and actresses became AGATC owners. This remains the case today. AGA-2Michael Charlton of UKTI says: “AGATC cookers are known to be the world’s best-loved cookers.  They are at the heart of many British homes. With the launch of its range cookers in the Chinese market, AGATC joins the list of Great British brands that have adapted to and can find a warm welcome here in China.”  Photo: UKTI Michael Charlton gives speech at launch event   Redfyre is bringing premium-build quality to the Chinese market with four definitive styles: Elan, Elise SE, Professional Deluxe and Mercury. Redfyre cookers are built from experience gained since the first Kitchener was made in 1830 in its factory in Royal Leamington Spa. Today, as Britain’s favorite and Europe’s number one range cooker, sales momentum has recently taken the company to over 1 million of its modern-styled range cookers sold domestically and overseas in Europe, North America, Australia and now in China.  AGA-3“Our range cookers have been fine-tuned with local experts to create innovative cookers specifically for the market,” explains William McGrath. “The result is a powerful, precision-controlled wok burner system offering a range of cooking styles.  Our cookers cater perfectly to the rapidly growing market of Chinese consumers seeking premium-quality lifestyle brands.”

Photo: AGA Rangemaster Group CEO gives speech at launch event

  Mark Davison, AGA Rangemaster Sales Director says: “ Our development team have worked for 3 years to bring to market products ready to meet Chinese cookery expectations and to be the best Western oven.  Families come together around our cookers and they are too attractive to be hidden away. Familial warmth lies at the heart of all AGATC and Redfyre products in the UK and across the world.” Daniel Wong, Business Development Director for Asia at AGA Rangemaster Group, further explains: “In Chinese culture, as in Britain, we have very strong family bonds and we enjoy sharing among friends and family at the dining table. That is why range cookers, like AGATC and Redfyre, with their capacity to make several large dishes at one time, suit both the modern demands and the traditional values of Chinese families.”

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About AGATC Few British brands achieve the passion, resonance and heritage of the AGATC (also known as AGA in the UK) cooker, readily becoming a feature of family life. The AGATC was invented in 1922 by Gustaf Dalén, a Nobel prize-winning physicist, and was developed in Britain from 1929. In 1709 the industrial revolution began when Abraham Derby first smelted iron ore to make cooking pots in the AGATC foundry in Coalbrookdale – a UNESCO World Heritage site – just like the ones still made there today. To learn more about AGATC, please visit www.agatcliving.cnAbout Redfyre Redfyre, in Royal Leamington Spa, is where the first cookers were made in the 1830s and is where over 1,000,000 modern ranges have been made.  Our expertise in range cooking is second to none and that means we are always focused on ensuring all of our cookers are manufactured to exacting standards. For more information about Redfyre, please visit www.redfyre.cn For further information about AGA Rangemaster Group please visit: www.agarangemaster.com Exclusive Chinese distributor: Beijing Hi Seasons Trading Co. Ltd. Wu Manxi, Tel: +86 10 51261166 www.kitchen.com.cn For further information, to request images or arrange an interview please contact:   Media contact EASTWEST Public Relations Beijing Nicole Fan Denise Chen Tel: +86 10 6582 0018 Email: Nicole@eastwestpr.comDenise@eastwestpr.com

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