Beko: FitFry built-in oven

White goods brand Beko set itself apart from competitors with a new product innovation in Turkey.

Where were we?

Beko, a leading white goods brand in Türkiye and one of the top 3 in Europe, ranked second in the built-in oven category (Source: White Goods Consumer Appliances 2023 Research, Retail Sales Quantity, Euromonitor). However, even though the oven is an essential part of a home, lately "air fryers" in the small home appliance category have caught the consumer's attention with their features such as oil-free frying and quick food preparation. Air fryers had the advantage of fast and oil-free cooking, but they could not match the oven in terms of large volume and cooking/frying multiple foods...

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