About Sage
Sage Appliances brings world-class kitchen technology to UK homes, representing the European arm of Australia's Breville Group. Launched in Britain in 2013 as "Sage by Heston Blumenthal," the brand quickly established itself as the go-to choice for home cooks who demand professional-grade equipment without the professional price tag. The reason for the Sage name is fascinating: while the Australian parent company uses "Breville" globally, that trademark is owned by a completely different company (Newell Brands) in the UK. Rather than fight for the name, they created Sage—and partnered with three-Michelin-starred chef Heston Blumenthal to make a splash on the British market through launches at Lakeland, John Lewis, Selfridges and Harrods. Sage products are engineered with the same obsessive attention to detail that defines professional kitchens. The Smart Toast toaster features intelligent sensors that adjust browning based on bread type, "Lift & Look" to check progress without interrupting the cycle, and dedicated settings for bagels and frozen items. Every Sage appliance combines innovation with intuitive design. From their legendary Barista Express coffee machines to precision blenders and intelligent ovens, Sage delivers the performance serious home cooks demand. Compare prices on Sage appliances at Grocefully to find the best deals from UK supermarkets on these premium Australian-designed kitchen essentials. When you want results that match restaurant standards at home, Sage makes it achievable.
