By business integration

ATMA, a leading brand in home appliances, takes a decisive step towards leadership in the air fryer category by launching the most complete and varied range in the Argentine market. With a firm commitment to innovation and quality, ATMA seeks to consolidate itself as the reference brand in the kitchen of Argentine homes.

ATMA's new line of air fryers stands out for its versatility, offering a wide range of models that adapt to the needs of any home. With capacities ranging from 6.5 to 30 liters and advanced technologies that allow cooking with up to 80% less oil, ATMA ensures that each customer finds the perfect product for their lifestyle. This variety, added to the quality and efficiency that characterize the brand, places it in a privileged position to lead this category in the market.

The linear is made up of 5 models:

• 6.5 Liter Digital Air Fryer: temperature up to 200°, power 1300w, digital panel with preset functions, includes rack, non-stick and removable basket, easy cleaning.
  
• 6.3 liter Air Fryer and Grill: temperature up to 260°, power 1600-1800w, timer and LED touch screen ideal for browning and caramelizing, includes tray and smart thermometer, easy cleaning.
• 11.6 liter Oven + Air Fryer: temperature up to 200°, power 1600-1800w, digital panel, rack-type plate and rotating basket, offer healthy and crispy options, includes accessories: rack-type plate and rotating basket. Experience gourmet cooking with the tong, tray, rack and rotating spinner.
• Oven + Air Fryer in 23L capacities: high speed fan, power 1800 w, two additional carbon resistances in airfry function, 5 types of cooking: grill: upper, lower and combined; convection: superior and combined; air fryer, timer up to 90 minutes, adjustable temperature from 90° to 230°c, upper, lower and combined grill, accessories: roasting pan, rack, tongs and frying basket, interior light.
  
• Oven + Air Fryer in 30L capacities: high speed fan power 1500 w, 6 types of cooking: grill: top, bottom and combined; convection: superior and combined; air fryer, timer up to 60 minutes, adjustable temperature 100° to 250°c, upper, lower and combined grill, accessories: roasting pan, rack, tongs and frying basket, interior light.
  

Alvaro Mainero, Newsan Business Manager
“We aim for Atma to be the benchmark in the air fryer category”

In an exclusive presentation held in the new TiendaNewsan space at Shopping Unicenter, Álvaro Mainero, Newsan Business Manager, analyzed the global trend in the consumption of kitchen appliances, highlighting the reasons for the success of air fryers. As he explained, this success is due to new consumer demands: the search for products that save time, promote a healthier lifestyle and, in addition, are energy efficient. "Regarding the evolution and impact of air fryers, in 2022, 35 million units were sold worldwide, and it is projected that in the coming years that figure will increase to 55 million. This growth responds to a change in consumer habits, where people are looking for efficient products that allow them to cook healthier and in less time."

Regarding the new family of airfryer products, Mainero commented: "With Atma we are launching a very broad line with various options, sizes, technologies and accessories. Our intention is to capitalize on this market opportunity, and we expect to sell 300,000 units this year. Thanks to the constant investment in innovation, we aim for Atma to be the leading brand in the air fryer category."

Regarding the characteristics and benefits of the linear fryer, Mainero added: "We can highlight five factors that differentiate our products. Firstly, the reduction in oil consumption: 80% less fat is used compared to a traditional fryer. Secondly, the versatility: with a single appliance, you can fry, roast, toast, bake and even dehydrate foods, concentrating the functions of several others in a single product. The third factor, which is very important for Consumers, is speed: this type of product allows you to cook much faster compared to a traditional appliance. The fourth factor is ease of cleaning: these appliances require very little effort to clean, just wipe with a damp cloth. Finally, safety: all our products are certified, have automatic shut-off and have protection against overheating.

Debunking myths

From the communication point of view, Eugenia Sancholuz, Brand Manager of the brand, commented that the launch of the new line is accompanied by great work developed in conjunction with the creative agency: "We found the insight that people associate fryers only with the preparation of French fries. But it is a very versatile product, so we went out to debunk that myth and tell everything that can be done. And thus Pierre, the French chef who comes to show us all the meals that can be prepared, was born."

Atma decided to teach the airfryer public that in addition to making French fries you can make a thousand other meals, and developed the concept “Cooking is more than a potato". The campaign will work on three pillars: saving time in cooking, healthy cooking and the great capacity that characterizes the products that make up the line. "In relation to the competition, our products have greater capacity and we can cook for the whole family," highlighted Sancholuz.

The company also announced that there will be more news very soon.

ChatIA with Pierre: your personal chef always at your side

Developed in collaboration with the creative agency Genosha, ChatIA with Pierre is an artificial intelligence chatbot that uses GPT-4 and the voice of a character, a French chef, to offer a personalized and accessible culinary experience to everyone. With Pierre, cooking becomes a fun and creative adventure, providing personalized recipes, expert advice, and step-by-step guidance in preparing your favorite dishes.

To access the chat with Pierre, go to www.atma.com.ar/chatiaconpierre

A new space to live the ATMA experience

As part of this campaign, ATMA has chosen the TiendaNewsan space in Shopping Unicenter to hold an exhibition for a few weeks dedicated exclusively to its line up of air fryers. Visitors will have the opportunity to get up close and personal with the wide range of models, receive personalized advice to choose the fryer that best suits their needs, and have the interactive experience of talking to Pierre!