Daily news and analysis about the food tech revolution

Founded in 2015, Millo is a food tech appliance company that jumped into the market with an innovative small blender that produced smoothies and other blended concoctions with a quiet motor. As company Adam Trakselis, CEO, told The Spoon that the idea for the initial product came from the fact that the machine he used for his post-exercise blended beverages was so loud it woke his family. “So I would have to wait until everyone wakes up to use the blender.”

The noise issue led Trakselis to look for solutions to an appliance that hasn’t seen much innovation for decades. The first iteration of Millo sold around 1,000 units, but supply-chain issues with semiconductors forced the Lithuanian company to look for a new path. That new path is the Millo Air, the company’s next generation of the product which they just launched on Kickstarter.

Millo Air operates using a magnetic air drive (aka MAD). This axial flux stator generates magnetic fields, which turn a magnetic disc inside the blending lid without any physical connection. Without any turning parts inside the base, it is extremely quiet. In addition, the new model is smaller than the first generation making it even more portable. The drive, however, is more powerful than the original, with a top speed of 15,000 RPM.

According to the company, the first blender version received product innovation awards from IFA Berlin 2019 – the largest consumer electronics show in Europe, and was the SKS Startup Showcase winner in 2019. Moreover, in 2021 Millo received an award from Amazon as one of the top 20 most innovative products launching on its platform.

Trakselis has a vision for using a magnetic air drive far beyond his new blender. As he stated, “Our goal is to innovate the kitchen industry and to reduce electronics waste at its core by producing ten times fewer appliances. We are on a mission to establish magnetic air drive as a new sustainable kitchen standard – a home kitchen needs only one magnetic drive to power all the rotation needed devices.”

For example, a major appliance company can use the Lithuanian invention in a kitchen range. The stove can have a mix of induction burners and a magnetic air drive that can be used to power small appliances. Because of Millo’s successful use of MAD in its new product, other major manufacturers in the kitchen space have been in contact to explore use cases and partnerships. “You have one single cooktop that can have an induction for heating, and we have magnetic coupling fabrication. And if you combine them, you have one solution for all your needs in the kitchen, which is seamless,” he said.

Turning to the new Kickstarter, the company hopes to use some of the lessons learned from its initial campaign in targeting influencers and being more thoughtful about its channels. Five years of experience, the CEO says, has provided the company with some valuable marketing lessons. The campaign to raise £8,817 ($10,038) will last 30 days with the minimum pledge of £152 ($175) to land a Millo Air along with a smart blending lid, an on-the-go cup, drinking lid, charger, and magnetic hook. The Millo Air is expected to retail for $299 after the Kickstarter drive is over.

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