Rational puts its own badge on multifunctional cooking units instead of Frima

Rational is dropping the Frima name from the VarioCookingCenter units that it produces and will replace it with its own moniker instead.

Frima has delivered impressive growth for its parent in recent years, but its brand has never enjoyed the same pulling power as the Rational name.

The amalgamation of the two product lines under the unified Rational brand will see the Rational badge adorn both  combi steamers and, for the first time, multicooking units.

Rational said the move will allow it to “better address” the needs of the market, particularly as operators seek cooking “solutions” that meet all their hot food preparation needs.

“Our customers in commercial kitchens are increasingly seeking appliances, complete solutions and top services to suit their exact requirements, in as simple a way as possible, and from a single source,” said Markus Paschmann, CSO at Rational.

Powerful, efficient and multifunctional VarioCookingCenter by Rational.

Rational and Frima have already been working to achieve a more joined-up approach for some time, with the UK sales activities of Frima integrated into Rational at the end of 2016.

The disappearance of the Frima name in favour of Rational has long been mooted in the market as an inevitable next step.

Rational has owned the Frima business since 1992. It was originally the name of its sales partner in France. Last year Frima sales increased 22%.

Rational said that the technologies of both product lines will continue to be developed in parallel and they will also be produced in tandem at the same factories as before.

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