‘Aussie phenomenon’: New kitchen trend on the rise

A “cultural phenomenon” is currently taking place in Australian homes as consumers go nuts over foods you once couldn’t make at home.

A “cultural phenomenon” is currently taking place in Australian kitchens as consumers go nuts for gadgets that create foods you could once have only dreamt of being able to make at home.

Aussies have been whipping up “healthy” soft serve ice cream and bar-standard frozen cocktails in recent months thanks to the rise in popularity of Ninja appliances.

Owned by American company SharkNinja, a name formed by combining its two primary brands Shark and Ninja, many of its products have become a new cult favourites.

In fact, it’s almost impossible to scroll on TikTok at the moment without being shown videos of Aussies testing out recipes for the uber trendy Ninja CREAMi, which has taken off since its launch into the Australian market three years ago.

SHOPPING: Buy the Ninja CREAMi here

“Given that Australia is one of the largest consumers of ice-cream per capita, coupled with our warm climate, it’s no surprise that in recent months, the growth of the Ninja CREAMi has accelerated,” Aby Shukla, managing director at SharkNinja ANZ, told news.com.au.

“The rise of DIY food trends and the explosion of social media content (with #Creami amassing over 80 million global views on TikTok alone) have only amplified its popularity. “Dedicated Facebook fan pages and viral recipe creations – think matcha, Biscoff, and even protein-packed desserts – have cemented its status as a cult kitchen appliance.”

The reason for its success lies in the gadget’s ability to “transform everyday ingredients into fully customised frozen treats”, Mr Shukla added.

“Whether it’s indulgent gelato, high-protein ice cream, or refreshing slushies, CREAMi-mania has exploded in Australia.

“Existing ice cream makers presented challenges in terms of ease of use, the ability to create truly customised flavours, and the limited range of frozen treats they could produce. The Ninja CREAMi addresses these limitations by offering a versatile machine that can turn almost anything into ice cream, frozen drinks and more.

“Last year, we also launched the Ninja CREAMi Deluxe, with even more frozen treat modes and capacity – and it too, continues to sell out.”

Aby Shukla, managing director at SharkNinja ANZ, said ‘Australia is one of the largest consumers of ice-cream per capita’. Picture: Supplied

Ninja is so popular, it’s earned the number 1 spot in the Frozen Treats category in Australia, with Mr Shukla stating the brand is “overwhelmed with demand every time we bring out a new product”.

Its most recent release, the Ninja SLUSHi, launched last week with a 50,000-person waitlist, largely due to the fact it requires no ice to serve up chilled beverages using its 5 drink settings, Slush, Spiked Slush, Frappé, Milkshake, and Frozen Juice.

The kitchen appliance sold out on the brand’s website almost instantly, despite its $499.99 price tag, cementing Ninja’s place as a staple in Aussie kitchens.

“What inspires our products is alleviating pain points around the home – whether that be the kitchen, outdoors, floors, personal cooling or beauty spaces, SharkNinja takes a problem-first approach to innovation,” Mr Shukla shared.

“We’re lucky our products are loved by millions, such as Ninja’s viral air fryers, blenders and frozen treat makers. Home leader Shark offers fans, mops, vacuums and cleaning products that make us the number one floorcare brand in the US and UK.

“Meanwhile Shark Beauty continues to disrupt the industry, since our June 2023 launch in Australia and New Zealand.”

Ninja kitchen devices have become a ‘cultural phenomenon’ in our homes. Picture: TikTok/@abbiekonnick

Ninja said it is ‘overwhelmed with demand’ every time it brings out a new product in Australia. Picture: Instagram

She concluded that there was lots in the pipeline for the company, with exciting new products set to launch in 2025.

“Across Shark, Shark Beauty and Ninja, we have more than 20 new products confirmed to launch in Australia and New Zealand,” she shared.

“These will include a mix of entirely new products and expansions of existing popular lines.

“With celebrities and social media driving the hype it’s clear that the Ninja CREAMi and Ninja SLUSHi are more than just kitchen gadgets – they’re a cultural phenomenon.”

Social media is already awash with Aussies pleading for certain products from the US and UK markets to launch Down Under, including the Ninja Swirl, to which Mr Shukla warned: “Watch this space. Our roadmap is strongly influenced by demand – and our community is asking for it.”

Originally published as ‘Aussie phenomenon’: New kitchen trend on the rise