Anova Culinary

Anova Culinary
Subsidiary
Industry Home automation
Founded 2013 (2013)
Founders
  • Stephen Svajian
  • Jeff Wu
  • Natalie Vaughn
Headquarters San Francisco, California, U.S.
Key people
 Stephen Svajian (CEO)
Products Anova Precision Cooker,
Number of employees
 28 (2017)
Parent Independent (2013 - 2017) Electrolux (2017 - present)
Website www.anovaculinary.com

Anova Culinary (known legally as Anova Applied Electronics, Inc.) is a San Francisco-based smart kitchen company that provides connected precision cooking appliances, such as a sous vide device for the home cook in 2013 with the Anova One. In 2014, the firm introduced the first connected precision cooking device with the Bluetooth-enabled Anova Precision Cooker, followed by a Wi-Fi-enabled version in 2015 .

Anova was acquired by home appliance company Electrolux on February 6, 2017 for $250 million USD, marking the first multimillion-dollar acquisition of a smart kitchen brand.[1]

History

Anova Culinary was founded in 2013 by Stephen Svajian, Jeff Wu, and Natalie Vaughn. The company stemmed from a scientific equipment manufacturer of temperature control products for laboratories worldwide.

In 2010, Wu had an early proof of concept for an affordable home sous vide device.[2] Shortly after, he and Vaughn teamed up with Stephen Svajian, CEO and founder of marketing agency Get Fresh Inc., which led to the launch and founding of Anova Culinary. In 2013, Svajian, Wu and Vaughn shipped their first product, the Anova One.

Overview

Anova originally launched the first version of its water circulator, the Anova One, back in 2013.[3] The company took off following the release of the second-generation model, Anova Precision Cooker in 2014.[4]

The Anova One was the first sous vide precision cooker built for the home cook. Launched in 2013, the device was a lab-grade immersion circulator that made the restaurant technique of sous vide cooking available to the home cook[2][5] It clamps on to an existing pot and circulates water as it heats.[6] The product has now been discontinued.

In 2014, Anova introduced the first connected precision cooking device, the Anova Precision Cooker, following a successful campaign on the crowdfunding website Kickstarter. The device debuted on Kickstarter with a goal of $100,000 USD. It quickly became the most funded food campaign with 10,508 backers pledging $1,811,321 USD.[7][8][9] The Precision Cooker was a wand-like sous vide immersion circulator that attaches to a pot or container, heats and maintains water at a precise temperature to cook food to a set time and temperature. It is Bluetooth-enabled and connects with the Anova Culinary App, allowing people to cook with temperature control.[10][11][12][13] The product has now been discontinued.

The Anova Precision Cooker Wi-Fi is the first smart sous vide device to hit the market. Using a Wi-Fi app, users can start, stop, and monitor their cook while away from the kitchen.[14] It offers voice control integration with Amazon Alexa and Google Home.[15][16][17] Apple started offering the device both online and in its retail stores, marking the first smart cooking device the company has sold to customers.[14]

The Anova Precision Cooker Nano is the first lab-grade sous vide cooking device for under $100. The Bluetooth-enabled Nano supports multi-device communication through the Anova Culinary App, so users can coordinate cooking cycles with multiple dishes using the company's products. It has the same control over temperature as other expensive models,[18] but has no Wi-Fi, and uses Bluetooth. to connect to the user's smartphone.[19] Basic controls are on the device itself, for app-free control.[18]

The Anova Precision Oven is a countertop device meant to work in tandem with the Precision Cooker to allow precise temperature control for cooking.[4][20][21][22][23]

The Anova Culinary App is the companion app to the firm's Precision Cooker, available on Android and iOS. The app is used to find recipes and for temperature control.[8] Anova teamed up with J. Kenji Lopez-Alt through an exclusive partnership with Serious Eats to create sous vide recipes and time and temperature guides for the app. . It includes a selection of sous vide recipes from James Beard award-winning chefs and food writes as well as community users [8]

Acquisitions

Get Fresh, Inc.

In 2015, Anova Culinary acquired marketing agency Get Fresh, Inc. for $9.2M USD.[24]

Electrolux

On February 6, 2017, Electrolux announced it has agreed to acquire Anova Culinary for $250M USD, paying $115 million in cash up front and an additional $135 million for adjustments and achievement of certain financial objectives.[1][25]

Anova’s direct-to-consumer business model and digital focus were of strategic interest to Electrolux to step into an emerging product category, smart connected devices for kitchens and homes, as part of the smart home hub. As such, Electrolux may be able to up its game with the rise of the Internet of Things.[26][27]

Electrolux's investment in Anova is believed to help spread sous vide in America.[28] The Anova brand remains intact under the deal, retaining its own distinct brand identity and the leadership of its CEO Stephan Svajian, existing as a part of the larger Electrolux umbrella.[27] According to Business Insider, Electrolux is reportedly establishing a smart home solutions center in San Francisco for the development of connected products in other categories.[29]

Partnerships

At 2017’s International Home and Housewares show, Anova announced partnership with silicone bag creator Stasher to provide reusable, resealable bags for sous vide,.[30][31][32]

On July 25, 2017, Anova announced a partnership with Field Company offering a limited batch of the Field cast iron skillet before it’s made available to the general public.[33][34]

References

  1. 1 2 "Electrolux to acquire fast-growing smart kitchen appliance company Anova". www.electroluxgroup.com. Retrieved 2017-07-22.
  2. 1 2 Biggs, John. "Hands On With The Anova Automatic Sous Vide System | TechCrunch". Retrieved 2017-07-30.
  3. ↑ Ray, Joe. "For Home Chefs on a Budget, Sous Vide Cooking Heats Up". WIRED. Retrieved 2017-07-30.
  4. 1 2 Gartenberg, Chaim (2017-02-06). "Sous vide Kickstarter success Anova gets bought for $250 million by Electrolux". The Verge. Retrieved 2017-07-22.
  5. ↑ Eats, Serious. "Equipment: We Test the $199 Sous Vide Circulator From Anova". www.seriouseats.com. Retrieved 2017-07-30.
  6. ↑ "Anova sous vide so easy to use". CNET. Retrieved 2017-07-30.
  7. ↑ "Anova Precision Cooker - Cook sous vide with your phone". Kickstarter. Retrieved 2017-07-22.
  8. 1 2 3 "Now Your Phone Can Cook Sous Vide". Brit + Co. Retrieved 2017-07-22.
  9. ↑ "Anova Precision Cooker Reaches $1.3M Crowdfunding". Crowdfund Insider. 2014-05-27. Retrieved 2017-07-22.
  10. ↑ "Anova, maker of smart sous vide devices, gets acquired for $250 million". Digital Trends. 2017-02-06. Retrieved 2017-07-22.
  11. ↑ Morganstern, Adam. "Cook The Perfect Steak With Your IPhone: Anova Sous-Vide". Forbes. Retrieved 2017-07-22.
  12. ↑ "Once something you only saw on 'Top Chef,' sous vide hits shelves at Target, Best Buy". Digital Trends. 2016-06-09. Retrieved 2017-07-22.
  13. ↑ Manjoo, Farhad (2014-11-19). "Bringing Sous Vide to the Home Cook". The New York Times. ISSN 0362-4331. Retrieved 2017-07-22.
  14. 1 2 "Anova Wi-Fi Precision Sous Vide Cooker Becomes First Cooking Device Available in Apple Retail Stores". Retrieved 2017-07-22.
  15. ↑ Wolf, Michael (2017-03-31). "Anova Rolls Out Alexa and Google Home Integrations With 'Guided Cook' Capabilities". The Spoon. Retrieved 2017-07-22.
  16. ↑ "You'll soon be able to control your sous vide machine with your voice". Digital Trends. 2017-03-31. Retrieved 2017-07-22.
  17. ↑ Heater, Brian. "Google Home adds support for Logitech Harmony, August locks and more | TechCrunch". Retrieved 2017-07-26.
  18. 1 2 "Anova Precision Cooker Nano brings sous-vide to a sub-$100 budget - SlashGear". www.slashgear.com. Retrieved 2017-07-22.
  19. ↑ "The Anova Nano FAQ – Anova Support | Anova Culinary". support.anovaculinary.com. Retrieved 2017-07-22.
  20. ↑ Daugherty, Trevor (2017-01-06). "Anova refreshes its line of sous vide cookers at CES 2017, provides more details on upcoming Precision Oven". 9to5Toys. Retrieved 2017-07-30.
  21. ↑ Wolf, Michael (2016-11-15). "2017 Is Going To Be A Year Of Crazy Innovation For The Oven". The Spoon. Retrieved 2017-07-30.
  22. ↑ "Electrolux buys sous vide machine maker Anova for $250 million". CNET. Retrieved 2017-07-26.
  23. ↑ Alston, Greg (2017-01-05). "Anova Announces Four Products to Expand Their Precision Cooking Line • GearDiary". GearDiary. Retrieved 2017-07-30.
  24. ↑ Ha, Anthony. "Anova Acquires Hardware Marketing Startup Get Fresh For $9.2M | TechCrunch". Retrieved 2017-07-22.
  25. ↑ "Electrolux buys Anova to tap into connected products growth". Reuters. Retrieved 2017-07-22.
  26. ↑ "Anova, maker of smart sous vide devices, gets acquired for $250 million". Digital Trends. Retrieved July 21, 2017.
  27. 1 2 Heater, Brian. "Sous Vide startup Anova gets acquired by appliance giant Electrolux | TechCrunch". Retrieved 2017-07-22.
  28. ↑ "Electrolux buys sous vide machine maker Anova for $250 million". CNET. Retrieved July 21, 2017.
  29. ↑ "Electrolux buys U.S. Anova to tap into connected products growth". Business Insider. Retrieved 2017-07-22.
  30. ↑ "Stasher's silicone sous vide bags are reusable, dishwasher safe, and last for years". Digital Trends. 2017-03-20. Retrieved 2017-07-26.
  31. ↑ Ray, Joe. "These Reusable Silicone Bags Make for Killer Sous Vide". WIRED. Retrieved 2017-07-26.
  32. ↑ "stasher really cooking at the 2017 IHA Show with new products and new partnerships". www.businesswire.com. Retrieved 2017-07-26.
  33. ↑ "Get your sous vide machine and a Field Company skillet, all from Anova". Digital Trends. 2017-07-25. Retrieved 2017-07-30.
  34. ↑ "Field Company Cast Iron Skillet | World's Best Skillet | Anova Culinary". Anova Culinary. 2017-07-25. Retrieved 2017-07-30.
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