50,000 people can't be wrong: How Ninja continues to create hit appliances
With the Ninja SLUSHi launching in Australia, BTTR spoke with Ninja's Product Marketing Manager to understand how 50,000 people signed up for the appliance's waitlist.
Ninja is one of the most exciting appliance companies around at the moment. From outdoor woodfire ovens to family friendly air fryers, Ninja keeps releasing great products.
But it's also managed to capture the imaginations of people around the globe with some of its lineup of single-function appliances. The Ninja CREAMi ice cream maker has been a viral sensation since its debut.
Today, Ninja officially launched its latest viral product in Australia – the Ninja SLUSHi. Designed to make frozen drinks, this appliance launched in the middle of last year in the UK and US, and Australian demand was so great that over 50,000 Australian and New Zealanders signed up for the product's waitlist.
We spoke to Ninja's Product Marketing Manager, Will Tran, to understand how Ninja created such impressive demand.
BTTR: Just to start off with, let’s focus on that 50,000 people on the Australia & New Zealand consumer waitlist - how long has the waitlist been up and running for?
Will Tran (WT): "The waitlist for our consumers has been live since September 2024 and has grown organically. We set it up in response to growing demand in the market. We could see there had already been 200,000 Google searches for Ninja SLUSHi in Australia, so we knew we had the demand. Seeing 50,000 people sign up reflects the hype for the SLUSHi in our region. We can’t wait to bring the ultimate frozen treat experience to homes and see all the delicious drinks created."
BTTR: It really seems like your product designers and engineers have cracked some kind of code. What makes the SLUSHi (and other Ninja products like the CREAMi) so popular? What is Ninja’s special sauce that sees you releasing hit after hit?
WT: "At Ninja, we’re all about reimagining what’s possible in the kitchen. Our success comes from putting the consumer-problem first, then answering it with an innovation. Whether it’s a better way to make frozen treats at home, faster meal prep, or smarter cooking solutions that combine multiple appliances in one, we have a product."
"With products like the SLUSHi and CREAMi, we’ve tapped into the joy of customisation, allowing people to create their favourite flavours and textures with ease. Given Australia’s warm climate and our love for ice cream (we’re one of the largest consumers per capita), it’s no surprise that our Frozen Treat products lead the category."
BTTR: You’re launching as we come to the end of summer, and this is a product that would have maybe done even bigger numbers if it launched before Xmas. Obviously you can only make so many products, but why launch now? 5pm on a Friday seems like an odd time too - what is the specific reason for that?
WT: "Date and time weren’t a factor. It came down to honouring our waitlist and community of Ninja fans to get the product into Australian and New Zealand hand’s as soon as we could."
BTTR: With the range of single-function appliances growing, do you have any tips on storage solutions for them all? Asking for a friend.
WT: "We hear you! A well-organised kitchen is key, especially when you love having the right tool for every job. Our tip? A mix of open shelving and pull-out drawers can help keep things organised without cluttering your bench space."
"If cabinet space is limited, consider storing less frequently used appliances elsewhere and rotating them in as needed. Many Ninja products are designed with space-saving in mind, whether through compact builds or multi-functionality, so you can enjoy the convenience without sacrificing kitchen space like our Ninja Double Stacked Air Fryer which is 30% slimmer than traditional dual zone air fryers."
BTTR: What’s next for Ninja? What’s the next big hit product you’re planning to launch?
WT: "We have a pipeline of exciting new products to launch in 2025 – as well as new categories to expand into. The great thing is being able to watch products launch in the US and UK markets and learn from that. Watch this space!"
BTTR: Do you have your own SLUSHi? If so, what’s the first drink you made? If not, what is the first drink you will make when you get one?
WT: "We had a SLUSHi sample in the office, and of course we couldn’t resist trying it out! The first drink I made for the team was a classic Frozen Margarita - a real crowd pleaser! It was amazing how quick and easy it was to whip up - Slushies can be ready in as little as 15-60 minutes, depending on the alcohol content and volume. The Frozen Margs were ready in 45 minutes, and we made enough for nine servings!"
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Nick Broughall
