Name

Salter

Legal name

Salter (brand owned by Ultimate Products UK Ltd)

Website

https://salter.com

Company type

Private

Founded year

1760

Operating status

Operating

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: One-time purchase model for kitchen appliances, cookware, scales, and home health products. Products sold at various price points from budget to mid-range, with proprietary brand sales showing 5.3% growth to £128.4m (FY 2026)

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Salter manufactures and sells a broad portfolio of housewares products, including kitchen appliances (air fryers, blenders, coffee machines, kettles, toasters, microwaves, stand mixers, snack makers), precision kitchen and bathroom scales, cookware and bakeware, and home health products. Products are sold directly to consumers in the UK and across five European countries through the salter.com e-commerce site, Amazon storefronts, and major UK retailers.

Product overview

Salter is a UK-based housewares brand established in 1760, offering a diverse portfolio of kitchen appliances, cookware, scales, and home health products. The product range centers on core appliance categories including Air Fryers (Compact, Dual, and Vertical Stacked variants), Blenders & Choppers, Coffee Appliances, Kettles & Toasters, Microwaves, Snack Makers, Specialty Appliances, and Stand Mixers. The brand also produces Kitchen Scales (with a Heston Blumenthal collaboration line) and Bathroom Scales with body analysis capabilities. Cookware offerings include PFAS-free options, specialized ranges (Alto, Earth, Marblestone, Megastone), and Bakeware collections. The product ecosystem is complemented by a Salter Rewards loyalty program and coordinated Collections (Toronto, Retro, Chester, Ripple, Pebble, Kuro, Alchemy, Marino, Boston) offering matching appliance sets. Key featured products include the ActiBoost Cordless Portable Blender, DuoWave 2-in-1 Air Fryer & Microwave, Crisp & Go Portable Air Fryer, VertiCook View Air Fryer, Body Insight Smart Scale, and Slushie Maker.

Differentiator

Problem solved

Functional benefit

Brands

• Salter Rewards: Loyalty program offering points for purchases, reviews, and referrals with tiered Bronze, Silver, and Gold benefits.
• ActiBoost
• Crisp & Go
• DuoWave
• VertiCook
• Megastone
• Toronto Collection
• Retro Collection
• Cosmos
• Heston Blumenthal

Products and services

• Air Fryers Hot air fryers using hot air circulation technology for healthier home cooking, available in compact, dual-basket, and vertical stacked configurations for individual to family-sized use.
• Blenders and Choppers Food preparation appliances including food processors and choppers, hand blenders, jug blenders, juicers, plant milk makers, smoothie makers, and soup makers for various home food preparation tasks.
• Coffee Appliances Home coffee preparation appliances including barista style coffee machines, coffee grinders, filter coffee machines, hot chocolate makers, and milk frothers.
• Kettles and Toasters Kitchen appliances for boiling water and toasting bread, sold individually and as matching sets within coordinated design collections.
• Microwaves Countertop microwave ovens for food reheating and cooking, available individually and within coordinated design collections.
• Snack Makers Specialty small appliances for preparing snacks at home, including omelette makers and egg poachers, pie makers, toastie makers, and waffle makers.
• Speciality Appliances Specialized cooking appliances for niche use cases, including party appliances, slow cookers, and vegetable steamers.
• Stand Mixers and Whisks Electric stand mixers and whisks for home baking and food mixing tasks.
• Kitchen Scales Precision kitchen weighing scales in digital and mechanical variants, including a collaboration range designed with chef Heston Blumenthal.
• Bathroom Scales Personal weighing scales for body weight and health tracking, in digital, mechanical, and Bluetooth-enabled fitness variants with body composition analysis.
• Cookware Pots, pans, and cooking utensils including griddle pans, induction pans, kitchen utensils, pots and pans sets, saucepans, and woks and frying pans, including PFAS-free options and specialised ranges.
• Bakeware Baking dishes and tins including bakeware sets, baking pans and cake tins, and baking trays across specialised bakeware lines.
• Health and Home Products Home products including bins and recycling solutions, blood pressure and pulse monitors, diffusers, luggage scales, massagers, cleaning and laundry items, and access to the Salter Health Hub.
• Slushie Maker Home appliance for making cinema-style slushies and bar-quality frozen cocktails.

Quantifiable outcome

• Proprietary brand sales increased by 5.3% to £128.4m in FY 2026

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tower Housewares: UK small appliance and housewares brand offering air fryers, kettles, toasters, slow cookers and health products. Direct competitor with a comparable mid-market positioning and similar distribution through Argos, Amazon, and own e-commerce.
• Kenwood (De'Longhi Group): Iconic UK kitchen appliance brand (kitchen machines, blenders, food processors) now owned by De'Longhi. Direct competitor in food preparation and stand mixer categories with strong UK and European distribution overlap.
• Ninja (SharkNinja): SharkNinja's flagship small appliance brand (air fryers, blenders, coffee, multicookers) that has rapidly grown UK and EU share with innovative products. Direct competitor in air fryers and countertop appliances, with stronger marketing and innovation velocity.
• Breville Group: Australian-listed global kitchen appliance manufacturer (also owns Sage) selling small kitchen appliances, cooking equipment, and scales. Highly comparable in product range, premium positioning, and international retail distribution.
• Instant Brands: North American small kitchen appliance company (Instant Pot, Pyrex, Corelle) with growing UK and EU presence. Direct competitor in the air fryer, multicooker, and pressure cooker categories with strong e-commerce and retail penetration.
• Russell Hobbs: UK heritage housewares brand owned by Spectrum Brands, selling kettles, toasters, irons, and small kitchen appliances through similar UK and European retail and e-commerce channels. Directly comparable in product mix, distribution, and target consumer to Salter.
• Dualit: UK-based premium small appliance manufacturer best known for its toasters, kettles, and commercial-grade products. Comparable in UK heritage positioning, premium channel presence, and product design ethos, though at higher price points.
• SMEG: Italian design-led kitchen appliance brand with strong UK presence across kettles, toasters, microwaves, and coordinating collections. Comparable in design-led sub-brand strategy, premium positioning, and matching-set AOV expansion.
• Tefal (Groupe SEB): Global cookware and small kitchen appliance brand owned by Groupe SEB, with strong UK and EU presence. Direct competitor across non-stick cookware, frypans, and small appliances with similar mass-market price points.
• Morphy Richards: UK-based small kitchen appliance brand (part of Glen Dimplex) producing kettles, toasters, air fryers, and slow cookers. Direct competitor to Salter in UK high street and online channels with overlapping product portfolio and price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@salter_uk
• Facebooken-gb.facebook.com/SalterUK
• Instagraminstagram.com/salteruk
• Xx.com/SalterUK

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 Salter