The IFA 2024 exhibition, one of the world’s largest in electronics and consumer goods, marked 100 years of innovation and influence this year. Held annually in Berlin, the event attracted over 1,800 exhibitors and more than 182,000 visitors from 139 countries, including many from Israel. Among the standout participants was SharkNinja, a leader in household appliances, which used the platform to launch 23 new products.
One of SharkNinja’s key unveilings was the Ninja Luxe Café, an advanced coffee machine offering a unique and diverse coffee experience for consumers. The machine combines various brewing styles, including espresso, filter coffee, and cold brew, and features smart technology that grinds coffee beans based on their freshness. Additionally, it provides both hot and cold frothing options for different types of milk. Neil Shah, the company's COO, stated that the product's development was based on in-depth research with the aim of offering a comprehensive solution for all coffee beverages in a single machine.
SharkNinja CEO, Mark Barrocas, who was one of the event’s keynote speakers, shared the company’s strategy, focusing on continuous innovation and an unwavering commitment to quality. Barrocas emphasized that the goal is to grow with "every five-star review," explaining that the company rigorously tests its products in real homes before launching them to the market. This approach ensures the products are fully tailored to users’ needs, providing a seamless experience right from the start.
Another product that garnered significant attention was the Ninja SLUSHi™ Professional, a machine that allows for easy and quick preparation of frozen drinks and slushies at home without the need for ice, thanks to its exclusive Rapid Chill technology. This product brings a refreshing twist for those who want to enjoy frozen beverages without the hassle of ice or complex recipes.
Other innovations showcased at IFA 2024 included:
1. Ninja XL Stack Double Air Fryer: Perfect for hosting and family meals, this two-tiered air fryer boasts a 9.5-liter capacity and an innovative design that allows for cooking up to four different dishes simultaneously, thanks to two separate drawers and a smart divider.
2. Shark NeverChange5 Air Purifier: Designed to keep the air clean for five years without filter replacement. Equipped with a HEPA filter that removes 99.9% of particles, allergens, and bacteria, this purifier is suitable for both large and small spaces, neutralizing odors and ensuring fresh air.
3. Shark Power Detect Vacuum: This new vacuum features automatic dirt detection technology and a unique brush design for easy and efficient cleaning in both forward and backward motions. It also includes an auto-emptying and charging station, along with a folding wand for cleaning hard-to-reach places.
4. Ninja Detect TB403 Blender with Blend Sense Technology: This blender uses smart technology to detect ingredients and automatically adjust speed and time to ensure perfectly smooth results with no user intervention needed.
Guy Kimchi, VP of Marketing at Sarig, the official distributor of SharkNinja in Israel, stated: “Sarig has been continuously working for over a decade in full cooperation with the overseas teams to adapt SharkNinja products to the Israeli market. This includes Hebrew display panels, instruction manuals, recipe books, and compliance with Israeli safety standards. We are proud to be the exclusive official importer of SharkNinja, maintaining high standards and constant innovation. SharkNinja is truly transforming everyday life for consumers in Israel.”