LG’S INNOVATIVE DOOR-IN-DOOR CREATES MARKET TREND

With New Upgrades Every Year, Innovative Refrigerator from Market Leader Continues to Win Over Consumers Looking for Greater Convenience and Unbeatable Performance

With the unrelenting pace of modern life, a tidy, well-organized refrigerator is something that most people can only dream about....

 While we’d all love to keep our fridges ordered and clean, long work hours and other commitments often end up getting in the way. Having to throw away long-forgotten food items and making unnecessary purchases are just some of the more common annoyances of a household refrigerator in disarray. 

To help restore order in the kitchen, LG Electronics (LG) set about finding answers to the question, “How can we make a fridge that’s more convenient to use and easier to keep organized?” After extensive consumer research, and a great deal of hard work, the company released a brilliantly rendered solution: the unique and innovative Door-in-Door.

According to a survey conducted by LG, four out of 10 consumers cannot, with any degree of certainty, name what’s inside their refrigerator. This lack of familiarity often results in food items being forgotten and eventually discarded. Moreover, a messy fridge leads one out of four consumers to waste time and money on unnecessary trips to the store to buy items they already have.

LG’s Door-in-Door helps resolve such issues through the provision of convenient access and smarter organization. The double layered Door-in-Door opens with the simple push of a button, revealing the surprisingly spacious mini compartment with unexpected ease. This makes it quick and easy to find and access essential items and sought-after snacks without the inconvenience of searching through the bowels of a refrigerator while holding a pot or food in one hand. 

“A large capacity is not the only factor people consider when buying a refrigerator,” said Mr. Hyunwoo Jung, General Manager, Home Appliance Division, LG Electronics. “Smarter, more intuitive food organization is now a must due to today’s busy lifestyles. Our Door-in-Door provides users with easy access to the items they use the most and gives them the freedom to arrange things just the way they like it. Not only does the Door-in-Door save time, it also keeps cold air locked inside the refrigerator’s main compartment. We are continuing to receive industry recognition and consumer praise for this innovative and practical of features. LG is dedicated to making life easier and will always strive to deliver next-level convenience to its customers.”

LG’s comprehensive survey found that, in most households, the refrigerator is opened approximately 80 times per day – often by family members looking for the same few items. The Door-in-Door feature makes it possible to find needed items without having to open the refrigerator’s main door. This reduces cold air loss from the central compartment by as much as 41 percent. As a result, the compressor doesn’t need to ramp up its efforts to maintain a steady temperature inside the fridge, thereby reducing the amount of cold air loss and increasing preservation performance. It also helps to cut down on spending at the supermarket by keeping food fresher for a longer period of time.

Inside the Door-in-Door, LG’s adjustable Moving Basket combines with a handy drawer section to enable customized organization configurations to suit a variety of lifestyles. Each member of the family can easily adjust the height of the different interior compartments according to their own needs. This flexibility separates the Door-in-Door from conventional fixed configuration fridges and helps users to design a storage system that works best for them. Meanwhile, the Mini Table, another of the fridge’s smart features, provides a convenient, flat surface that makes it possible for users to pour drinks while standing at the fridge without carrying heavy bottles to the dining table.

All of this means that families can customize shelf space to match specific food sets and individual lifestyles. One area of the fridge might be reserved for organic ingredients, while others might be set up for sandwich materials, desserts and snacks, beverages, or a variety of other food categories. Because the Moving Basket enables compartment dimensions to be adjusted, families can easily find a configuration that matches their own specific needs. Of course, food types and lifestyles differ by region and within regions.

 The Door-in-Door is just as accommodating to East Asian consumers looking to set up an oriental medicine section in their fridge as it is to Northern European consumers who might want a dairy section or North American consumers who might like a section just for sports drinks and protein shakes.

LG is the industry leading manufacturer when it comes to incorporating an additional compartment within the fridge’s front door. The original Door-in-Door made its debut in South Korea in February 2010. The feature has since become a global market trend. In 2011, they were introduced to markets in North America, Asia and South and Central America, with launches in Oceania, the Middle East and Africa coming the following year. LG has sold over 1.4 million Door-in-Door refrigerators worldwide and continues to refine its celebrated double layered door.

With all the benefits the Door-in-Door offers, it’s no wonder the feature has been integrated into each of LG’s global refrigerator categories, including side-by-side, French-door, top freezer and bottom freezer refrigerators. The company has gone one step further this year; the remarkable Double Door-in-Door refrigerator, released in South Korea, puts one Door-in-Door on the right door and another on the left, adding a whole new level of convenience. Even better, consumers around the world will soon get a chance to experience this convenience since LG is planning to launch the Double Door-in-Door in additional markets around the globe.

The Double Door-in-Door refrigerator is a great example of LG’s ongoing effort to make life better for consumers in diverse markets around the world. After creating the original Door-in-Door in 2010, the company has upgraded the feature each and every year to enhance convenience in more intuitive ways. 

LG is committed to using the latest innovations to continually exceed consumer expectations and push the industry forward. This is also why the Door-in-Door refrigerator has received widespread international acclaim for its powerful performance capabilities and breakthrough technologies.

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