Thermomix ‘deeply sorry’ for secret launch of model TM5


thermomix Thermomix has apologised for disappointing loyal customers by launching its new model without warning. The maker of the cult all-in-one kitchen appliance sparked outrage by releasing model TM5 unannounced on Saturday.

Furious customers took to social media – including the Thermomix Facebook page – and even complained to the Australian Competition and Consumer Commission, with many angry they had recently forked out for the older model unaware a new one was about to be released.

The new Thermomix TM5 – promoted as being “newer, bigger, better and more digitally advanced” – is retailing for an introductory price of $1989. The previous model, TM31, also sells for almost $2000.

Thermomix last night responded to the influx of complaints, saying it was “deeply sorry that this has resulted in some of our very valuable customers feeling disappointed”. “Thanks for taking the time to contact us to express your disappointment, we apologise for our delayed response,” says a statement on its Facebook page.

“The Australian launch of the Thermomix Model 5 was conducted in line with global brand compliance in accordance with our distribution arrangements. As you can appreciate we value every one of our customers so this is not an ideal situation for everyone involved and we understand your position and take it very seriously.

“The TM31 is and always will be an excellent appliance and will continue to be supported just as we have with the previous model the TM21 and we ask for your patience as we work towards addressing your concerns.”

Even Consumer watchdog Choice chastised Thermomix over the secret launch, telling the kitchen appliance company had not broken the law but had caused damage to its brand.

If you don’t know Thermomix, the high-tech food processer combines 12 appliances into one, with functions including chopping, whipping, mixing, milling, kneading, blending, emulsifying, blending, stirring, steaming, weighing, heating and cooking. The new version has a one-touch colour screen and guided cooking, and can remember your meal preparation through a recipe chip.

Michelle Rose

Michelle Rose

Michelle is a journalist and mum to two girls who are obsessed with dinosaurs, fairies, pirates and princesses in equal measure. She lives in Melbourne's east with her husband, daughters and a giant, untameable labradoodle. Michelle loves all things vegetarian, wine (it's a fruit) and online shopping.

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