In recent years, one thing has become crystal clear to me: the challenges facing professional kitchens, such as labor shortages and increasing quality demands, have evolved a lot. In my view, traditional manual boiling pans or bratt pans are no longer optimal solutions for the majority of kitchens.
This shift in customer needs has been the driving force behind our team's decision to move toward a single, global product brand: Genier.
From a Name That Serves to a Name That Stands Out
The name Dieta has served us well for decades, and it is how many of our partners and customers recognize us. However, we must also admit that as a name, it is somewhat generic. It doesn’t stand out in the market in the same way our multifunctional mixing kettle stands out from traditional pans.
The Genier series was first showcased globally at Host 2021, and even then, it proved it lives up to its name. The kettle has been so well received globally that our future is on a very strong foundation as we lean into this brand. Genier gives us the ability to differentiate ourselves both as a product and as a brand.
What Does Genier Mean in Practice for Us?
We wanted a name that reflects the evolution of our technology. It’s not just a better kettle; it’s a completely new way of thinking about the food production process:
- Genius:
- Generation:
- Genie:
Like a "Genie," Genier is designed to execute the professional’s vision. It offers reliability, repeatability, and versatility. You get to be creative, and the device ensures your needs are met with precision.
Same People, Same Passion, Same Heritage
Even though the name Genier is now at the center of our documents and on the side of the unit, everything else remains the same. We are the same Finnish company, with the same passion, the same expertise, and the same people in our factory. Dietatec remains our corporate brand, communicating our expertise and history in the background.
We didn't change the brand just to be different. We changed it because, since we first introduced the name "Dieta" over 30 years ago, our products have evolved from simple cooking vessels into intelligent multifunctional devices that solve the real-world daily challenges of the kitchen.
Ville-Veikko Litmanen
Managing Director
Dietatec
