Crockpot

What Crockpot does

Crock-Pot is a kitchen appliance brand owned by Sunbeam Products, Inc., a wholly-owned subsidiary of publicly traded Newell Brands (NASDAQ: NWL). Founded circa 1970, the brand pioneered and remains synonymous with the slow cooker category in North America, with a product portfolio spanning manual and programmable slow cookers in 1.5 to 8 quart capacities, the Cook & Carry line featuring ThermoShield insulation (which lowers exterior surface temperatures by up to 50% compared to older models), the oval Casserole Crock, the Design Series with contemporary colorways, the sous vide-integrated slow cookers, and Express Pressure Cookers. Its flagship 2024 innovation is the MultiMeal Multicooker — a dual-pot system with proprietary DualSync Technology that synchronizes two independent pots at different temperatures and methods so both finish simultaneously, supported by proprietary MyTime programmable countdown technology. The brand also offers Wi-Fi-enabled models with Amazon Alexa voice control, and adjacent portable food-warming lines including the Lunch Crock (20 oz) and Crock-Pot GO (31 oz).

The brand manufactures revenue through one-time hardware sales priced across a range from approximately $25-30 for entry-level manual slow cookers to $150+ for premium programmable and multi-cooker units, plus accessory and replacement parts. Its go-to-market is product-led and channel-heavy: products are distributed through all major US and Canadian mass and specialty retailers — Amazon, Target, Walmart, Best Buy, Kohl's, Kroger, Meijer, and Bed Bath & Beyond — alongside its own DTC e-commerce storefront at crock-pot.com. Marketing leverage comes from an extensive on-site recipe library, a community Facebook group, a CrockpotAmbassador influencer program, and Instagram-driven social content, with the brand's 50+ year heritage and category-defining position serving as the primary consumer pull-through mechanism.

The brand serves a horizontally-segmented consumer base: individual home cooks and families preparing weekday dinners (the primary segment), office workers and on-the-go consumers needing portable hot-meal solutions (Lunch Crock and Crock-Pot GO), and casual entertainers and party hosts (Cook & Carry and Casserole Crock). The corporate entity is headquartered at 6655 Peachtree Dunwoody Road in Atlanta, Georgia, with a Canadian customer service office in Brampton, Ontario, and operates with 11–50 employees leveraged against Newell Brands' shared back-office infrastructure.

Name

Crockpot

Legal name

Sunbeam Products, Inc.

Website

https://crock-pot.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Crock-Pot is a kitchen appliance brand selling slow cookers, multi-cookers, pressure cookers, sous vide units, and portable food warmers through major US and Canadian retailers and its own e-commerce site. Founded circa 1970 and owned by Sunbeam Products / Newell Brands, it serves home cooks, families, office workers, and entertainers with category-defining brand recognition.

Ownership category

akta.pro rank

Product category

Slow Cookers

NAICS

Small Electrical Appliance Manufacturing (335210)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634)

akta.pro primary industry

Kitchen Countertop Appliances Retail (CRACADAA)

akta.pro secondary industry

Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)

Keywords

• Slow cookers
• Pressure cookers
• Multicooker appliances
• Portable food warmers
• Kitchen cooking appliances

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Hardware Sales: Crockpot generates revenue through the sale of its slow cooker appliances, multicookers, electric lunch boxes, food warmers, and specialty cooking products. Products are sold as one-time purchases through retail and e-commerce channels at various price points based on features and capacity.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels6 records

Core offering

Crockpot designs, manufactures, and sells slow cookers, multicookers, electric lunch boxes, food warmers, and specialty cooking appliances for home use. Products are sold one-time as physical units through major national retailers (Amazon, Target, Walmart, Best Buy, Kohl's, Kroger, Meijer, Bed Bath & Beyond) and the brand's own direct-to-consumer e-commerce site crock-pot.com. The lineup spans 1.5 to 8 quart capacities and includes manual and programmable slow cookers, the DualSync-enabled MultiMeal Multicooker, portable Cook & Carry models, Casserole Crock units, sous vide-enabled cookers, and Express Pressure Cookers.

Product overview

Crock-Pot is a kitchen appliance brand that manufactures slow cookers and specialty cooking products. The product portfolio centers on manual and programmable slow cookers available in capacities ranging from 1.5 Quart to 8 Quart, organized into product lines including Classic/Manual slow cookers, Programmable slow cookers with digital controls, Cook & Carry portable models with locking lids and insulation, and Casserole Crock specialty oval-shaped units. The Design Series offers contemporary aesthetic options. The MultiMeal Multicooker represents an innovation as a dual-pot system with DualSync Technology enabling simultaneous cooking of two dishes. Specialty products include the Lunch Crock and Crock-Pot GO portable food warmers for transporting meals, sous vide-enabled slow cookers, and Express Pressure Cookers. The brand also offers Alexa-enabled Wi-Fi connected slow cookers for smart home integration. All products are backed by a 1-year limited warranty and sold through major retailers including Amazon, Target, Walmart, Kohl's, Best Buy, and Kroger.

Differentiator

Problem solved

Functional benefit

Brands

• Crock-Pot Design Series: A collection of contemporary slow cookers with modern aesthetics featuring colors like Moonshine Green, Poseidon Blue, Macaroon Blue, Sphinx Pink, and Black Licorice.
• Lunch Crock®
• Cook & Carry™
• Casserole Crock™
• MultiMeal
• Crock-Pot GO™
• Little Dipper®

Products and services

• Crock-Pot Manual Slow Cookers Entry-level slow cookers with manual High/Low/Warm dial controls, available in sizes from 1.5 Quart to 8 Quart, for home cooks seeking simple slow cooking functionality.
• Crock-Pot Programmable Slow Cookers Digital slow cookers with programmable settings, MyTime countdown technology for customizable cooking cycles, and automatic stirring options, available in 4 to 8 Quart capacities.
• Crock-Pot Cook & Carry Slow Cookers Portable slow cookers with ThermoShield insulation reducing outside temperatures by up to 50 percent compared to older models, featuring locking lids for spill-free transport, in 4 to 7 Quart capacities.
• Crock-Pot Casserole Crock Slow Cookers Specialty oval-shaped slow cookers designed for casseroles, lasagna, and desserts, with secure-fit locking lids for mess-free portability, in 2.5 and 3.5 Quart sizes.
• Crock-Pot Design Series Slow Cookers Contemporary-design slow cookers with modern aesthetic colorways such as Black Licorice, Faded Blue, Macaroon Blue, Moonshine Green, and Poseidon Blue, including both manual and programmable models.
• Crock-Pot MultiMeal Multicooker Dual-pot multicooker with DualSync Technology enabling simultaneous cooking of two dishes at different temperatures with synchronized finish times, including slow cook, sear/sauté, bake, rice/steam, and keep warm functions across two 3.7-quart nonstick pots.
• Crock-Pot Lunch Crock Food Warmer Portable 20-ounce electric food warmer with tight-sealing lid, removable stainless steel container, soft-touch exterior, and detachable cord, designed for warming meals at work, school, or on the go.
• Crock-Pot GO Portable Food Warmer Electric lunch box with 31 oz (3.5-cup) capacity, thermal insulation keeping food hot up to 2 hours or cold up to 3 hours, tight-seal lid with steam-release valve, detachable power cord, and dishwasher-safe stainless steel inner container.
• Crock-Pot Sous Vide Slow Cookers Digital slow cookers with integrated sous vide capability using a temperature-controlled water bath method, enabling precise temperature control for consistent cooking results with food sealed in airtight bags.
• Crock-Pot Express Pressure Cookers Electric pressure cookers for faster cooking times compared to traditional slow cooking methods, with product availability varying by retailer.

Quantifiable outcome

• ThermoShield insulation reduces external temperatures by up to 50% compared to older models
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature6 records

Partnerships

One partnership is on record.

• Newell BrandscoreOthersNewell Brands is the parent company of Sunbeam Products, Inc., which owns and operates the Crock-Pot brand. Newell Brands is a global consumer goods company managing multiple household brands and handles manufacturing, distribution, marketing, and corporate operations for Crock-Pot products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Instant Brands (Instant Pot): Instant Pot pioneered the electric multicooker category that overlaps directly with Crock-Pot's slow cooker and MultiMeal multicooker lines, targeting the same set-it-and-forget-it home cook segment.
• Ninja (SharkNinja): Ninja offers multicookers, pressure cookers and connected kitchen appliances that compete head-to-head with Crock-Pot's programmable slow cookers and DualSync MultiMeal multicooker.
• Breville: Breville's premium slow cookers and multicookers compete with Crock-Pot at the higher end of the programmable / multicooker category, particularly on connected features and design.
• Hamilton Beach: Hamilton Beach sells manual and programmable slow cookers, multicookers and portable food warmers across similar price points and retail channels as Crock-Pot.
• Cuisinart: Cuisinart markets slow cookers, multicookers, pressure cookers and sous vide products that directly overlap with Crock-Pot's programmable, express and sous vide lines.
• T-fal (SEB Group): T-fal offers multicookers, pressure cookers and electric slow cookers across similar price points, competing for the same value-oriented home cook segment in US retail.
• Instant Pot / Coravin / Vitamix adjacent set (Vitamix): Vitamix competes in the premium countertop small-appliance space where Crock-Pot's programmable and multicooker products also play, targeting design-conscious and quality-focused home cooks.

Broad incumbents

• KitchenAid (Whirlpool): KitchenAid is a broader incumbent in countertop and major kitchen appliances, offering slow cookers and multicookers alongside its core stand-mixer line, and competes with Crock-Pot on premium kitchen positioning.

Emerging players

• Anova Culinary (Electrolux): Anova is the leading sous vide specialist, directly overlapping with Crock-Pot's sous vide-enabled slow cookers and competing in the connected precision-cooking niche.

Others

• Mr. Coffee: Mr. Coffee is a sister brand under Newell Brands, sharing distribution, marketing and corporate infrastructure with Crock-Pot and operating in adjacent small-appliance categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CrockPot
• Xx.com/crockpotcares
• LinkedInlinkedin.com/company/crock-pot

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crockpot