Best Buy Gets a Crux x Marshmello Fryer Exclusive

Made by Gather’s Crux partnered with Grammy-nominated DJ and music producer Marshmello on a kitchenware line that launched exclusively at Best Buy in September. The Crux x Marshmello collection centers on digital air fryers (priced at $79.99 or $129.99, depending on the size) that use the new TurboCrisp technology that Crux promises cooks food 50% faster than a conventional oven while still holding in moisture. The appliances are available in white, black and limited-edition olive and lavender colors. The line also includes three $19.99 options: a baking kit (comprising two nonstick pans and silicone gloves), a snack kit (with a pan and silicone-tip tongs), and a shish kebab rack; and a $49.99 s'mores maker. Marshmello showed off the air fryer by making vegan cauliflower buffalo wings on his “Cooking with Marshmello” YouTube and TikTok channels on Sept. 6. The cooking series launched on YouTube in 2017, but had been on hiatus for two years. Several subsequent videos have also focused on air frying. In stores, the line is stocked on a dedicated endcap with the packaging and header promoting the TurboCrisp claims. It is also sold through a brand showcase within BestBuy.com. Crux has heavily promoted the collection through Facebook and Instagram updates. "Kitchens have always been the center of the home and are increasingly becoming an extension of an individual's personal style," Shae Hong, Crux founder and chief executive officer, said in a media release. "We worked closely with Marshmello to develop first-to-market TurboCrisp technology that really brings air frying to the next level." Crux regularly provides exclusive SKUs for retailers. In January, the brand launched a six-slice digital toaster oven at Bed Bath & Beyond and a double rotating Belgian waffle maker at Macy’s.

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