Majjie's Blog

Belling has, in the past, always been a good, mid-market appliance brand. Not brilliant quality, not particularly well designed, but not expensive either. All that has changed, though ... since the re-launch of the Belling appliance range in October

Steve Dickson, Belling's commercial manager, was quoted in the trade press (KBB Review - for my trade readers) as saying: "... the actual quality ... (has) been improved dramatically. One of the things we had to pay particular attention to was the standard of the build and we've definitely done that, even with mundane things like the quality of the hinges, the control knobs, the way the cladding is wrapped around the door glass ..."

I'd question his use of the word mundane. Hinges, control knobs ... these are the things that customers really care about - especially when they break - but I take the point. It all sounds good.

Belling, of course, is no longer a stand alone company; it's part of the Glen Dimplex Home Appliance Group (GDHA) which includes New World, Stoves and LEC. I've been impressed with Stoves range and free standing cookers over recent years too. Stoves were one of the first to include induction rings on their electric range cookers and they brought out the flambouyantly coloured "Flavours" cookers ... which would brighten up any kitchen. Perhaps even more impressive, is that 98% of GDHA's range cookers are produced in the UK, together with all of their gas and electric hobs. For the overall appliance portfolio that drops to 75%, but it's still in stark contrast to the recent closures of appliance factories in this country (Electrolux at Spennymore; Hoover at Merthyr Tydfil; and the Indesit washing machine plant at Kimnel Park). Launching a new Belling appliance range is a positive step, in these difficult times.

 There are two particular innovations in Belling's new built-in oven range, the BI60SO side opening oven (below) is not unique ... but it could certainly be very useful for those who find it difficult to reach into a standard built-in oven ... the BI60i, on the other hand, claims to be the world's first induction oven. It has an induction plate in the bottom of the oven and comes with a free cast iron pot (above) and two trivets, to use for steam cooking and roasting. It seems like a very versatile single oven and - by using the induction plate - energy consumption can be reduced by about 50% compared with a standard A-rated fan oven.

Induction technology features strongly in the new appliance range and ...
wait for it ... drum roll ... ta! ra! ...

Belling have introduced a new 60cm free standing cooker with two ovens and an induction hob. Regular readers will know that back in August 2008 I complained that such a combination wasn't available. Here it is ... the FSE60I:

The small oven is a conventional oven with a dual circuit grill, whilst the main oven is multifunction with 9 functions including fanned grilling and top or bottom heat only. I love it! Everyone who has a tiny kitchen and can't fit in a double oven (or two single ovens) should consider one. At around £750, it's not cheap ... but neither is it very expensive, compared to other good quality cookers.

Belling also do quite a good guide to induction cooking (if you're new to it) with a video which explains what it's all about ... and they do a built-in induction hob with standard knob controls (for those who don't like touch controls).

There are two other appliances in the new range, that it might be worth mentioning. The first is the Belling Butler:

This is an updated version of the old hostess trolley. It's years since I was asked to design a space for one of those  ... and I'm not sure what to make of the change in gender ... but it certainly looks very modern. And I guess it could be useful too. It has a heated, toughened glass hotplate, a heated shelf and a heated base. Once you've dished up ... everything could go on, or in, your Butler ... ready for seconds and a pud, without interrupting a long lazy meal and chat.

And finally ... have a look at the Mediachef ... it's a digital cookbook:

It has an 8-inch screen and 48 cook-along recipe demonstrations which can be paused and re-wound ... including some exclusive recipes from Brian Turner, Belling's celebrity chef.

Once you've bought it (and it will cost you around £159.99) you can register on Belling's website to download further recipes and get ingredient lists.

Not only that, but you can use the screen as a digital photoframe and calendar ... and it's an MP3 player.

I'd say top marks to Belling for championing induction technology ... at affordable prices ... and for showing a bit of imagination with their new products.