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Food Revolution Helps Electrolux to Sharpen its Image

November 21, 2012

The U.S. head of Electrolux, the world's second-largest maker of home appliances, talks a lot about food - the food revolution, celebrity chefs and a fad for cooking classes.

Keith McLoughlin, chief executive of the Swedish company since 2011, wants to shake off the fusty image of cookers, fridges, vacuum cleaners and washing machines to draw in consumers and increase profits.

Offering space-age cooking tops and developing an oven that can smoke food or monitor it with cameras, the push is part of Electrolux's strategy to change focus after years of cost cutting

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