Crockpot
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.
- Company typePrivate
- Founded1970
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Crockpot firmographics
Firmographics- 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
Crockpot industry classification
Industry- 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
Where Crockpot is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Crockpot business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Electric Lunch Box - Lunch Crock (20 oz) |
| One time/ perpetual license | Pay-as-you-go | Manual Slow Cookers (3-8 Quart) |
| One time/ perpetual license | Pay-as-you-go | Programmable/Multi-Cookers (MultiMeal, Smart Pot) |
Go-to-market motion1 record
Distribution channels9 records
Marketing channels6 records
Crockpot product offering
Product offeringCore 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
Companies that use Crockpot
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Crockpot technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability1 record
Feature6 records
Crockpot partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Newell BrandscoreNewell 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
Crockpot competitors and assessment
Company assessmentDirect 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
Crockpot social profiles
Digital presenceCrockpot financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crockpot leadership team
Management profileNumber of profiles
Crockpot funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crockpot M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crockpot
What does Crockpot do?
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.
Is Crockpot a public or private company?
Crockpot is a private company. It is classified as corporate owned and is currently operating.
When was Crockpot founded?
Crockpot was founded in 1970. It employs 11 to 50 people.
Where is Crockpot based?
Crockpot is headquartered in Atlanta, United States, in the North America region.
How does Crockpot make money?
One revenue line is on record: hardware Sales.
Who are Crockpot's main competitors?
Direct peers on record are Instant Brands (Instant Pot), Ninja (SharkNinja), Breville, Hamilton Beach, Cuisinart, T-fal (SEB Group) and Instant Pot / Coravin / Vitamix adjacent set (Vitamix). KitchenAid (Whirlpool) is listed as a broad incumbent. Anova Culinary (Electrolux) is listed as an emerging player. Mr. Coffee is listed as an others.
Does Crockpot have an API?
No public API is recorded for Crockpot.
What industry is Crockpot in?
Crockpot's product category is Slow Cookers. Its primary akta.pro industry code is CRACADAA, Kitchen Countertop Appliances Retail, with a secondary code of CRACADAF, Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream). Its NAICS code is 335210 and its SIC code is 3630.