Way back when, Wednesdays

Your friend in the kitchen

Kenwood Chef advertisement.png

Kmart advertised the Kenwood Chef Food Preparer on page 17 of the Leader Messenger dated 16 December, 1970.  One reader of Way back when, Wednesdays recently commented that she asked for a Kenwood Chef mixer, rather than a ring on her first wedding anniversary.  And with good reason.  Generations of cooks have used the Kenwood Chef. It is not only a well-built, highly efficient mixer but a classic piece of versatile cooking equipment.  The Kenwood Chef remains very popular across Australia, the United Kingdom and Europe.

The Kenwood company was founded on the guiding principles of quality, innovation and design. Managing director, Ken Wood began trading in the English town of Woking, Surrey, as Woodlau Industries Ltd in 1947. His aim was to produce luxury items and promote them as necessities. He began marketing a toaster and a food mixer with two beaters. In 1950 Mr Wood completely redesigned the mixer.  He added other functions besides beating and he called it the Kenwood Electric Chef.  The Kenwood Chef would go on to provide genuine competition for the American made Sunbeam Mixmaster.

An ultramodern design was needed for the modish 1960s. So, Ken Wood commissioned Kenneth Grange to restyle the Kenwood Chef in 1960. The rounded curves of the 1950s mixer were replaced with a high-tech squared off look which is still in use today.  1960s housewives aspired to own a Kenwood Chef, which wasn’t cheap, hence the payment plan advertised above.  This ‘Food Preparer’ was the ideal labour saving device in an era where home cooking and dinner parties were fashionable.  The mixer was marketed as having ‘planetary action’, scientific jargon which appealed to 1960s shoppers. The beaters moved in an elliptical orbit, while rotating at the same time, like the celestial bodies. The Kenwood Chef came with several mixing attachments, including the logo stamped K-beater and a dough hook.  If you purchased extra attachments the appliance could even peel, mince and slice. The liquidiser could make breadcrumbs, purees, soups, mayonnaise and cocktails! Advertising for the product used the slogan ‘Is there anything the Kenwood Chef can’t do?’

1970 Kenwood Chef

The Kenwood Chef in 1970 (www.museumofcroydon.com)

 

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