What george foreman does

George Foreman is a licensed brand of electric indoor grills and cooking appliances owned and operated by Empower Brands, LLC, a subsidiary of Spectrum Brands (a diversified consumer products conglomerate). The brand specializes in countertop electric grills built on three proprietary technical pillars: a patented fat-removing sloped grilling surface (claimed to remove up to 42-50% of fat from ground beef), the George Tough™ PFAS-FREE nonstick ceramic coating (available in a standard and an Advanced variant rated 8x more durable), and Contact Smokeless Technology (claimed to reduce smoke up to 85% versus prior models). The product portfolio is organized into five categories — Smokeless Grills, Advanced Grills (including the current Submersible™ hero line), Basic Grills, Indoor/Outdoor Grills, and Beyond Grilling — spanning compact 2-serving plate grills up to 15+ serving indoor/outdoor models with removable stands, plus specialty items such as the Quesadilla Maker and the multi-functional Beyond Grill™ 7-in-1 with integrated air fry, Intelligrill Technology™ (360-degree heating, 500°F searing, 65% faster cooking), and 99% less-oil air frying.

The company serves home consumers and families seeking convenient, healthier indoor grilling, with a secondary use case for apartment and condo dwellers who cannot use outdoor grills. The brand holds the #1 position in U.S. electric grills by unit sales per Circana (52 weeks ending August 3, 2024), reflecting decades of consumer recognition built on the Foreman-licensed identity. The corporate structure is notable: George Foreman is not an independent operating company but a brand asset within Empower Brands, which leverages Spectrum Brands' shared product development, manufacturing, and distribution alongside sister brands including Black+Decker Appliances, Breadman, Juiceman, and Remington.

Revenue mechanics are hardware-sales driven through three parallel channels: a direct-to-consumer website (georgeforemancooking.com with free shipping over $99 and 30-day returns), major e-commerce platforms such as Amazon, and national physical retail chains. Customer support, warranty service, and parts logistics are anchored at a consumer support center in Beachwood, Ohio. The brand operates an active top-of-funnel content marketing engine across Facebook, YouTube, X, Instagram, and Pinterest, anchored by a recipe database and how-to video library that drive demand for grill hardware rather than producing standalone content revenue.

Name

george foreman

Legal name

Empower Brands, LLC.

Website

https://georgeforemancooking.com

Company type

Private

Operating status

Operating

Short description

George Foreman is a licensed brand of electric indoor grills and cooking appliances owned by Empower Brands, a Spectrum Brands subsidiary, serving home consumers with countertop grills featuring patented fat-removal, smokeless, and PFAS-free ceramic technology.

Ownership category

akta.pro rank

Product category

Consumer Kitchen Appliances

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 industries

Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG), Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

Keywords

• Electric indoor grills
• Small kitchen appliances
• Contact grills
• Air fry grills
• Smokeless grills

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel

Revenue model

1. Hardware Sales: Primary revenue from selling electric grills and cooking appliances directly to consumers through direct-to-consumer online channels, major online retailers, and physical retail stores. Products include contact grills, smokeless grills, indoor/outdoor grills, and specialty cooking appliances.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

George Foreman manufactures and sells electric indoor grills and related countertop cooking appliances for home use. The product line spans classic contact grills, smokeless contact grills, indoor/outdoor grills, family-size and two-serving models, multi-functional "Beyond Grill" units with integrated air fry technology, and specialty appliances such as quesadilla makers. The brand also operates as a content and recipe destination to support product usage.

Product overview

George Foreman is a brand of electric indoor grills and cooking appliances owned by Spectrum Brands and operated under Empower Brands, LLC. The product portfolio includes multiple grill lines organized into categories: Smokeless Grills, Advanced Grills, Basic Grills, Indoor/Outdoor Grills, and Beyond Grilling. The core technology centers on George Tough™ nonstick coating (available in standard and Advanced variants) and a patented fat-removing sloped surface design. Key products include the Beyond Grill™ 7-in-1 combining air fry and grill technology, various Indoor/Outdoor models ranging from 12 to 15 servings, Basic plate grills in 2-5 serving capacities, and specialty items like the Quesadilla Maker. All current products feature PFAS-FREE nonstick ceramic coating technology.

Differentiator

Problem solved

Functional benefit

Brands

• Beyond Grill: Multi-functional electric indoor grill with air fry technology
• Smokeless Grills
• Indoor/Outdoor Grills
• Basic Grills
• George Foreman Submersible Grill Series

Products and services

• Submersible Grill Series A line of electric indoor grills designed to be fully submersible in water for easy cleaning after the heating plate is removed. Targeted at home cooks who want hassle-free cleanup.
• Beyond Grill 7-in-1 Electric Indoor Grill with Air Fry A premium multi-function indoor grill that combines traditional contact grilling with air fry technology to perform seven cooking functions in one countertop appliance. Aimed at home cooks seeking versatile, healthier cooking.
• Red Quesadilla Maker A countertop electric quesadilla maker featuring a domed lid to cook top and bottom simultaneously and press and seal edges to lock in fillings. Designed for home use to make stuffed quesadillas.
• Contact Smokeless – Ready Grill A contact indoor grill engineered to operate with reduced smoke, suitable for indoor year-round grilling. Targets apartment dwellers and indoor cooks.
• Indoor|Outdoor 12+ Serving Rectangular Electric Grill – Red A large-capacity rectangular electric grill for indoor and outdoor use that can serve 12 or more people. Targeted at families and small gatherings.
• 15-Serving Indoor/Outdoor Electric Grill, Black A high-capacity indoor/outdoor electric grill capable of serving up to 15 people, built for entertaining and family meals.
• Family-Size Grill & Panini A family-size electric contact grill that doubles as a panini press for sandwiches. Targeted at families and home cooks who want versatile countertop cooking.
• 5-Serving Classic Plate Electric Indoor Grill and Panini Press – Black A mid-capacity classic plate electric indoor grill with panini press functionality for small families.
• 2-Serving Basic Plate Grill and Panini – Black An entry-level two-serving electric contact grill with panini press functionality for individuals and couples.
• 4-Serving Basic Plate Grill – Black A four-serving basic plate electric indoor grill for small households.
• 2-Serving Black Plate Grill A compact two-serving electric indoor contact grill in a black plate finish for individuals or couples.
• 2-Serving Copper Plate Grill A compact two-serving electric indoor contact grill in a copper plate finish, sold as a color variant of the two-serving line.

Quantifiable outcome

• Up to 42% of fat removed from ground beef during cooking
• +4 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Spectrum BrandscoreOthersSpectrum Brands is the parent company of George Foreman Cooking products. The company owns the George Foreman brand and manages product development, manufacturing, and distribution through its family of brands including Black+Decker Appliances, Breadman, Juiceman, and Remington.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Instant Brands (Instant Pot): Instant Brands competes directly in the air fry and multifunctional countertop cooking category that George Foreman's Beyond Grill 7-in-1 targets. Both brands pursue the convenience-driven home cook seeking multi-functional appliances.
• De'Longhi: De'Longhi competes in electric indoor grills and countertop cooking appliances, often positioned at the premium end with Italian design cues. It targets similar home consumers seeking high-quality indoor cooking solutions.
• Breville: Breville is a premium-tier competitor in specialty countertop cooking appliances including grills and multi-function cookers. While higher-priced, it competes for the same aspirational home-cook consumer and overlaps on innovation and air-fry integration features.
• Cuisinart: Cuisinart competes directly in electric grills, griddles, panini presses, and countertop cooking appliances, often positioned as a premium-tier alternative to George Foreman. It targets similar home consumers with comparable feature marketing around health, versatility, and ease of use.
• SharkNinja (Ninja): Ninja is the most direct competitor in electric indoor grills, smokeless grills, and countertop cooking appliances with air fry integration. It has aggressively taken share in the same retail channels and overlapping consumer segments as George Foreman, with comparable feature sets and price points.
• T-fal / Tefal (SEB Group): T-fal is a major global competitor in electric indoor grills, panini presses, and nonstick small kitchen appliances. Its IntelliGrill and OptiGrill lines overlap directly with George Foreman's feature positioning and target use cases.
• Hamilton Beach Brands Holding: Hamilton Beach is a long-standing direct competitor in indoor electric grills, panini presses, and small kitchen appliances. It competes across price tiers in the same retail channels (mass, club, online) targeting similar home-cooking consumer segments.
• Black+Decker Appliances: Black+Decker Appliances is a sister brand under Spectrum Brands that competes in adjacent small kitchen appliance categories. While under common ownership, it overlaps meaningfully in product format and target consumer with George Foreman.
• Weber (electric grills): Weber, the dominant outdoor grill brand, competes with George Foreman's indoor/outdoor electric grill line for grilling occasions. It overlaps on consumer use case (grilling at home) and competes for mindshare in the broader grilling category.

Emerging players

• PowerXL (Power Air Fryer): PowerXL competes in the air fryer and electric grill crossover category. It overlaps with George Foreman's Beyond Grill multifunctional positioning and pursues similar value-conscious home-cooking consumers through mass retail and online channels.

Market position

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GeorgeForemanCo
• YouTubeyoutube.com/c/GeorgeForemanCookingCo
• Facebookfacebook.com/GeorgeForemanHealthyCooking
• Instagraminstagram.com/georgeforemanco
• Pinterestpinterest.com/georgeforemanco

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 george foreman