By Patrick Avenell

The Breville Group has today revealed its new United Kingdom brand name will be ‘Sage by Heston Blumenthal’. Sixteen small appliances from Breville’s range will be released on 21 May 2013 through of variety of high street retailers.

Breville was forced to devise a new brand for its range in the United Kingdom due to the pre-existence of a separate Breville brand marketing small appliances.

In addition to being a spice, ‘sage’ is an old-fashioned word meaning wise.

Launch retailers for the range include John Lewis, Selfridges, House of Fraser, Debenhams, Lakeland and Harrods.

Scott Brady, general manager of marketing at Breville, said Blumenthal himself was part of the pitching process.

“Heston has presented the Sage by Heston Blumenthal range to each UK customer,” Brady said. “As an intrinsic brand partner, Heston has helped to explain the benefits of our Australian-designed flagship products, and his partnership with Breville, to a highly receptive audience.

“The launch of this new brand represents a significant stage in our global development. We are looking forward to sharing Breville’s passion for solving food challenges with UK home cooks.”

To facilitate this expansion, Breville has established a London-based subsidiary called BRG Appliances Ltd, which is headed my new managing director Tim Hossack. As previously reported, David Gubbin recently left his Sydney post to work as Breville’s UK director of sales and marketing.

The 16 launch products for Sage by Heston Blumenthal are the Citrus Press, the Scraper Mixer Pro, the Smart Toast 2 slice, the Kitchen Wizz Pro, the Smart Toast 4 slice, the Smart Kettle, the Tea Maker, the Multi Cooker, the Barista Express, the Nutri Juicer, the Kinetix Control blender, the Nutri Juicer Duo, the Control Grip All-in-One, the Nutri Juicer Pro, the Smart Scoop and the Soft Open Kettle.

Blumenthal admiring the new Sage by Heston Blumenthal Tea Maker.