It was one of the most unique proposals for connected cooking. Launched at the end of the 2010s, Brava relied on an original technology called “Pure Light Cooking”. Its compact oven uses powerful halogen lamps to cook food directly, without preheating, with the promise of rapid and precise cooking.
Users left in the dark
On paper, the concept was attractive. The Brava Oven allows you to cook several foods at the same time thanks to independent heat zones, while largely automating preparation via a library of guided recipes. The device was clearly aimed at a tech-savvy clientele, ready to invest more than $1,000 in a product presented as an intelligent alternative to the traditional oven. But this highly software and cloud-dependent approach proved to be an Achilles heel.
In a post on its social media channels, the company confirmed that it ceased operations on March 6 this year. Immediate consequence: no more ovens will be sold, and above all, no software updates or new recipes will be offered. Brava assures that its online services — the Brava Cloud and the recipe library — are still working. But the company warns that they could be “ limited or discontinued at any time “. Same uncertainty for technical support, repairs and spare parts, always available but “ for a limited time ».
For customers, this is a difficult pill to swallow. Many have been using their oven for several years on a daily basis, and now fear seeing their appliance lose part of its capabilities. If the cloud is cut off, the oven will become a bulky and very expensive paperweight…
In recent years, several manufacturers of connected ovens have disappeared or changed course. Weber had already terminated June, another iconic player in the sector. Today, the market is tightening around a few players. Anova (Electrolux) focuses on precision steam cooking, while Tovala and Suvie adopt a hybrid model combining appliance and meal delivery. Other brands like Breville or Chef IQ offer connected functions, but without technological breakthrough comparable to that of Brava.
Unlike its competitors, Brava was not just adding software to a classic oven: it was trying to rethink cooking itself, with an approach based on light. Based on “ a bold idea » aimed at “ reinvent the kitchen », in his own words, the manufacturer will have at least made an impression. But its positioning (expensive product, dependence on the cloud, still niche use) has contributed to hampering its activity.
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