Shark Ninja launches new products and enters new categories: coffee machine, hail and air purifier

Quietly, quietly, Shark Ninja conquers another category and enters another lot. She tries to justify her name, and implements an aggressive and elegant strategy. She introduced 23 new products this month. Some of them constitute an intrusion into new categories where the company has never been. This is according to the policy defined by CEO Mark Barrocas: Every year at least one new product sub-category is entered in each of the two companies – Shark (home products) and Ninja (kitchen products). This is a company that at the end of 2022 had 27 sub-categories categories and today is at 34.

The market response is enthusiastic. View from the field – the waiting list for the hail machine has reached 100,000 machines. The view from the market – the Sharkninja share jumped this month (before the announcements) by more than 17%, and as of writing these lines reached a price of $104.86 per share. In the last year, the stock rose by more than 107%.

The products and categories launched

The most talked about product is the Ninja Luxe Café, a coffee machine for the home market. The machine combines a wide variety of coffee styles, including espresso, filter coffee and cold brew, and provides smart technology to grind the coffee beans according to their freshness. The machine also offers the preparation of hot and cold foam in accordance with different types of milk. Halox Coffee is expected to arrive in Israel in early 2025.

Another product, which is generating a lot of interest on social networks, is the Ninja SLUSHi Professional hail machine. This is a product that has not received attention from large manufacturers and it is difficult to find such a high quality machine at a fair price. Ninja Shark enters this space. The Slashi allows easy and quick preparation of frozen drinks and ice at home. And without the need for ice, thanks to the Rapid Chill technology developed by the company. From ice at the children’s birthday parties to frozen margaritas at the parents’ parties. The Slashy is expected to land in Israel in early 2025.

Among the other innovations presented by Shark Ninja you can find:

1. The XL Stack Double frying pan of the Ninja brand, which is suitable for entertaining and family cooking. This pot has a relatively large capacity of 9.5 liters and an innovative structure that allows the preparation of up to four different dishes at the same time, with the help of two separate drawers and a smart separation grid. It is expected to enter the market during this October.

2. The Shark brand NeverChange5 air purifier offers clean air for five years without the need to replace the filter. The purifier includes a HEPA filter that filters 99.9% of particles, allergens and bacteria, and is suitable for large and small spaces, while neutralizing bad odors and maintaining fresh air. No launch date yet.

3. The new Power Detect vacuum cleaner of the Shark brand, which will arrive during 2025, is equipped with technology for automatic detection of hidden dirt and a unique brush structure for front and back cleaning. The device also includes an automatic emptying and charging station, and a folding pole for cleaning hard-to-reach places.

4. Ninja Detect (model TB403) with Blend Sense technology allows you to insert any ingredient, turn the dial, and see how it turns into a smooth drink. The new blender is equipped with technology to identify the components and thus automatically adjusts the speed and time of operation without the need for user intervention. Will enter the market during November.

5. The ninja also gets stronger outside the kitchen. The Woodfire series, on the grill and the tabon that combine smoking with wood chips, is expected to expand. Some of the products will arrive in a month. And even a series of camping products was born, with coolers that will arrive in Israel for Passover 2025, the beginning of the camping season, if the weather (mainly geopolitical) allows.