Challenge the conventional kitchen to encourage sustainable eating 

GRO is a revolutionary kitchen concept to empower people to adopt the optimal diet for health and planet. 

A human-centric solution 

Food is not only the single most critical factor in human health; the current food system has also severely damaged the climate and our ecosystems. How we eat, cook and shop need to be transformed, for our planet to sustain itself.   

In order to make the transformation to healthy and sustainable eating easier, in 2022 the Electrolux Group introduced GRO – the world’s first reimagined kitchen concept. Designed to support people’s personal needs, it encourages diverse and plant-forward eating.  

Challenging the conventional thinking of what a kitchen is, GRO is a customizable system of collaborative solutions. The kitchen for example includes the “jewelry box,” a storage solution to nudge people to eat less and better meat and explore new and diverse sources of protein. GRO’s “Nordic Smoker” enables people to smoke their ingredients at home, inspiring them to combine different flavors. 

GRO will inspire and guide our product innovations going forward.   



The new kitchen concept is based on data and behavioral science, which has been the foundation for every design decision and product feature within the kitchen system. Inspired by experts, chefs, early adopters and thousands of consumers, GRO empowers people to act on key recommendations on how to eat in the renowned EAT-Lancet Report*.   

We believe in a future where a food system supports everyone to  eat more sustainably.  


*EAT-Lancet Report

Better Living action plan

The Better Living action plan by Electrolux Group is a range of actions to support our goals within the domains of better eating, better clothing care, and better wellbeing at home. It also encompasses how Electrolux Group can better its own operations. If you have any questions, please write to us at: