Haier is strengthening its premium dishwasher proposition with the launch of the I-Pro Shine Biovitae Collection, a patented visible-light sanitisation system designed to differentiate beyond traditional high-temperature hygiene cycles.
At a time when many brands continue to compete on 70–75°C programmes, Haier is introducing low-temperature, light-based sanitisation that delivers up to 99.99% bacteria removal at just 45°C.
Why it matters:
- Clear category differentiation
Biovitae uses patented multi-wavelength visible light – not UV – offering a genuinely new sanitisation mechanism within the dishwasher space. - Strong showroom talking point
Retailers can move the hygiene conversation beyond “hotter washes” to smarter, energy-conscious sanitisation. - Energy and sustainability narrative
Delivering lab-tested sanitisation at 45°C supports lower energy consumption compared to traditional high-heat cycles – an increasingly important purchase driver. - Added-value features that support upsell
- Odour Safe Mode prevents odours for up to 10 hours before a cycle begins
- Purify Pro-Light enables post-wash re-sanitisation without additional water
- Dedicated Baby Care programme
- Premium positioning opportunity
Biovitae provides independents with a feature-led, demonstrable innovation that stands apart from price-driven competition.
The range includes:
I-Pro Shine Series 5 – (Freestanding)
I-Pro Shine Series 6 (Integrated)
I-Pro Shine Series 7 – (Freestanding)
The commercial opportunity
For independent retailers, Haier I-Pro Shine Biovitae collection offers:
- A fresh premium selling story in a mature category
- A clear hygiene USP that sales teams can confidently explain
- A way to trade customers up from standard heat-based models
- A technology-led alternative to competitors relying solely on high-temperature cycles
With consumers increasingly focused on hygiene, efficiency and smarter home technology, Biovitae gives retailers a new reason to open the dishwasher conversation – and close at higher value.
