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You can listen to the full interview with Ashley Munden in a special episode of The kbbreview Podcast. Listen now using the player above or go straight to this episode in Apple Podcasts, Spotify or YouTube.

The sector has felt quite turbulent of late. As a market leader, how are you reading the landscape?

 I think turbulent is a fair description. There’s a lot of noise out there –economic, political and geographic – and these challenges make leading any business more complex. But at InSinkErator, we’re staying focused on what we can control. That means being agile, sticking to our core strategy and values, and not being distracted by external chaos. More than ever, it’s about clarity, relevance, and resilience.

InSinkErator has introduced a noticeable new brand identity. What’s the thinking behind the new approach?

Yes, we introduced that last year, and we saw it as the right moment to evolve. Brands have to move with their customers, and we wanted to be more relatable, fun and emotionally engaging. We’re using bold colours, catchy phrases like ‘Chop. Grind. Chill” for our disposals and “Pour. Brew. Enjoy’ for our hot taps. It’s about making the proposition easy to understand  in a way that says this is convenience, made simple.

There’s definitely a lifestyle rather than product feel to the messaging

Absolutely. Our products are functional, yes, but they’re part of a kitchen and they should always be enjoyable places full of communal cooking, eating, and living. We’re not trying to wow with tech specs; we’re showing how these appliances make everyday life easier. Whether it’s eliminating food waste or getting instant hot water, it’s about fitting seamlessly into modern living.

Let’s talk about that new range of disposals: Next Generation. That’s quite a leap forward for the brand.

It really is. As a market leader, we feel a responsibility to push the category forward. The Next Generation range has been years in development. We’ve added more powerful motors, compacted the units for easier installation, and significantly advanced our multi-grind technology. That means it can break food waste down to particles as small as 2mm. And despite the power, it’s whisper-quiet.

So what’s the science behind the multi-grind? How does that work?

In simple terms, it’s staged grinding. Food passes through a series of grinding rings, each breaking down further. That means even fibrous materials like rhubarb are no problem. We’ve maintained our use of induction motors, which are incredibly reliable, and built everything to last. Our US facility is constantly testing these products in state-of-the-art labs.

Of course, none of it works without customer awareness. What’s your approach to consumer marketing?

Awareness in the UK has been a hurdle in the past but digital marketing has changed the game. Last year alone we reached over 17 million unique users on TikTok. Our content is tailored to home renovators and designed to showcase the product in action, because once people see it, they get it. We’ve also seen a 20% rise in brand searches as a result.

And what about after-sales? 

We see our service as end-to-end. That means extensive warranties – up to eight years – and a national ‘we come to you’ after-sales support scheme. Our Trustpilot ratings are consistently strong, and that’s because we take customer care seriously. Retailers can sell with confidence knowing the brand is there to support the product long-term. Once someone has an InSinkErator, they tend to stick with it – that’s the real proof of value. We’re bringing innovation, visibility and personality to a product that people use every day. It’s not just about function, it’s about enhancing the whole kitchen experience.

Find out more at insinkerator.co.uk

Listen to the full interview with Ashley Munden on a special episode of The kbbreview Podcast. Search ‘kbbreview’ in Apple Podcasts, Spotify or YouTube or click here.

This article is sponsored content