From entry level Halcyon through to the new high spec Elite tier, Maidaid has redeveloped its entire portfolio around lifetime value, connected kitchens, sustainability and reliability, with the new D, Evo and Elite ranges on sale from 1 September.

Hospitality operators have spent the last two years being squeezed from every direction – energy costs, water charges, labour and food/drink inflation against a backdrop of rising consumer expectations. It’s against that backdrop that Maidaid, one of the UK’s leading manufacturers of commercial warewashing and ice making equipment, has spent the past year rebuilding its entire portfolio from the ground up.

That reinvention spans the full range. At the entry point sits Halcyon: dependable, accessibly priced equipment. Above that sit the C Range and newly redeveloped D Range, then Evo, and topping it, the Elite tier: high-spec machines with some of the lowest water and energy use in the market. Whatever the sector or budget, there is a Maidaid machine built for it.

Four trends behind the rebuild

Four trends stand out, says CCO Jag Thandi: Sustainability and cost-over-life thinking; the shift toward connected, data-driven kitchens; a continued push towards more sustainable solutions; and just as critical for the people using the machines every day – usability and reliability. IoT connectivity is now standard on every Evo and Elite model via Maidaid’s own MA-Connect app, letting operators and multi-site managers monitor usage and diagnose issues remotely before they become costly downtime. Elite goes a step further with a drain heat recovery system, using heat captured from outbound waste water to pre-heat incoming water. The Elite glasswasher uses just 1.4 litres of water and 0.2kWh of energy per cycle as a result, cutting running costs without sacrificing wash performance.

Usability and reliability run just as deep, with every model across the redeveloped range gaining simpler, easier to operate fascias, improved ergonomics and easier cleaning, alongside a step up in build robustness designed to cut the everyday faults and downtime that frustrate busy kitchens most.

“Those trends have directly shaped this redevelopment across the entire range, from Halcyon right through to Elite,” says Jag Thandi. “It’s not about adding unnecessary features, every tier needed to reflect what operators actually value: lower running costs, remote visibility over their equipment, sustainability, and just as importantly, machines that are simple to use, easy to keep clean and robust enough that they don’t let you down during service.”

For higher demand venues, Maidaid also offers a range of more specialist warewashing machines: utensil washers, now fitted with a drain pump as standard across the range, mini racks, and rack and flight machines built for the volume and pace of larger kitchens.

Beyond warewashing

Maidaid has also spent the past 12 months raising its profile in ice machines. The range spans both self contained and modular formats, with a variety of cube types to suit everything from high volume bars to cafes and retail counters.

A business, not just a product in transition

The past year has not just been about new products; they represent a total shift in business strategy.

“Maidaid stands for value for quality,” Jag Thandi explains. “That means equipment and service that justify their cost through performance, reliability and total cost of ownership over the machine’s lifetime, not the number on the price list. Our ambition is explicit: to set the industry benchmark for excellence in commercial catering equipment and services, with innovation, sustainability and customer satisfaction as the three pillars underpinning that.”

That repositioning has been driven by a strengthened commercial team under Jag Thandi, who has pushed the business to back every claim with independently verified performance data rather than marketing rhetoric. In practical terms: a root-and-branch reinvention of the entire warewashing portfolio, the largest marketing investment in the company’s history, the appointment of Jodie Kidd as brand ambassador accompanied by a rebuilt, mobile-optimised website.

Jodie Kidd, landlady of The Half Moon in Kirdford, West Sussex, has been using one of the new Elite glasswashers at her own pub.

“It’s faster, efficient, sustainable and more cost effective than what we had before, and it saves me hours of polishing glasses,” she says. “All of these things matter enormously in our busy pub.”

Underneath the products and the marketing sits a deeper cultural shift.

“We’re committed to strengthening our existing customer relationships, but also to building new ones – becoming the kind of partner that supports the evolving needs of operators across hospitality and catering long after the sale”

That extends across the wider Buttress Group too, with Maidaid equipment backed by Crystaltech’s nationwide engineer network and Caterparts’ million-plus SKU parts inventory.

Available from 1 September 2026

The new D Range, Evo Range and Elite Range are available to purchase from 1 September 2026. For further information, visit www.maidaid.co.uk or speak to your local distributor.