Anova is the San Francisco sous-vide leader, owned by Electrolux, whose precision cookers and steam oven run on an app.

Anova opens the smart-kitchen round as its precision node — the San Francisco brand that made app-controlled sous vide mainstream, now owned by a Swedish appliance giant. Its answer to a round about who owns the device and where it is made is a subsidiary one: an American sous-vide leader that is a brand of Electrolux, competing on precision and an app.

Its identity is the sous-vide leader. The app-controlled precision cookers, the steam-injection oven and the Electrolux ownership are the story here. A cooker, precise. The sous-vide leader.

(Honest notes, so the ownership is dated and the 2024 subscription episode is framed broadly and attributed. Anova sells precision cooking as its heroes — the Anova Precision Cooker line of sous-vide immersion circulators, in Wi-Fi, Bluetooth, Nano and Pro forms, and the Anova Precision Oven, a countertop combi and steam oven, with an app for recipes and, from 2025, an intelligence assistant; we report its language as the brand’s own. On origin: Anova is American, founded in San Francisco in 2013 by Stephen Svajian, Jeff Wu and Natalie Vaughn. On ownership: it is owned by Electrolux, the Swedish publicly traded appliance company, which acquired it on the sixth of February 2017 for around two hundred and fifty million dollars, and it operates as a subsidiary keeping its brand and chief executive. On the 2024 subscription episode, framed broadly and attributed because we could not verify the specifics this session: Anova moved in 2024 to an app subscription for newly created accounts while existing accounts kept free access, and it discontinued app connectivity for some legacy Bluetooth-only cookers, which still work with manual controls but lose app control, drawing significant backlash; Anova then softened the subscription for existing users, though the removal of Bluetooth support was not reversed. We deliberately do not publish specific fees, dates or the exact scope, which are widely reported but not verified here. On positioning: mid-to-premium, the enthusiast sous-vide leader. Its designs and the Anova name are IP we describe but do not reproduce; there is no official brand hex; these tones are an unofficial interpretation.)

Anova lives in a sous-vide teal. Click a swatch to copy the hex.

Anova’s identity is precise, enthusiast and app-led — a sous-vide teal, an ink, a pale sea, a deep pine, and a paper. The palette leans sous-vide teal and pale sea: a clean, precise register that nods to water-bath precision cooking rather than a loud logo colour. It signals the sous-vide leader — precise, enthusiast and app-led. The honest caveat: with no official brand hex, these values are an original, unofficial interpretation, not first-party colours.

The lesson is a sous-vide teal signals a precise, enthusiast identity. Anova’s world is a precise water bath and an app of recipes. For designers, it is a reminder that a clean teal and a soft sea can carry a precision-cooking brand — a precise tone held as an accent, not a product shot. Because a mid hue can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: keep Anova American but note the Electrolux ownership since 2017; lead with precision cookers and the steam oven; and frame the 2024 subscription episode broadly and attributed, without specific figures.

The register is a precision serif — precise, enthusiast, app-led.

Anova’s identity carries a precise, enthusiast, app-led spirit — a precision-cooking leader, not a novelty. A precision serif captures the mood: refined, considered and technical, the register of an enthusiast tool. Set in a sous-vide-teal palette, the precision serif feels precise and enthusiast — exactly the personality Anova carries. It behaves like a made, engineered thing rather than a loud logo, mirroring a heat gradient and a steam curl. (Anova’s real products and the name are things we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a precision-serif brand,” shown here in a stand-in. The type behaves like the brand: precise, enthusiast and app-led.

Anova stands for the sous-vide leader.

Anova opens the smart-kitchen round as its precision node. A sous-vide-teal palette, a precision serif and a 2013 founding make one thing — the sous-vide leader — the whole identity: precise, enthusiast and app-led. The precision cookers are the pitch, and the app and steam oven are the proof. The point is an American sous-vide leader owned by Electrolux, in a round about who owns the device and where it is made.

Put to work, the identity is the brand told straight, the ownership dated and the subscription episode framed carefully. A brand in this spirit would keep Anova American but note the Electrolux ownership since 2017, lead with precision cookers and the steam oven, and frame the 2024 subscription episode broadly and attributed. A reader in this spirit would keep the facts right: Anova sells the Precision Cooker and Precision Oven as heroes; it is American, founded in San Francisco in 2013; it is owned by Electrolux, which acquired it in February 2017; and its 2024 move to an app subscription for new accounts and the dropping of app connectivity for some legacy Bluetooth cookers drew backlash and a partial softening — reported broadly, without verified figures. Anova opens the round, before Brava. The honest editorial moves are to note the Electrolux ownership, to lead with precision, and to frame the subscription episode broadly without specific figures.

For designers and brand-builders, Anova opens the smart kitchen: lead a category on precision — and report a subscription controversy broadly, without unverified specifics. The lessons: a brand can define a category, here app-controlled sous vide; an ownership fact, Electrolux since 2017, is dated; and a subscription-and-app-support controversy is framed in its broad, documented shape — a 2024 subscription for new accounts, dropped connectivity for some legacy cookers, backlash, a partial softening — without publishing fees, dates or scope that could not be verified. It is also a reminder to stay precise: Anova is the San Francisco sous-vide leader, owned by Electrolux, whose precision cookers and steam oven run on an app — with the palette here an unofficial interpretation. The hook is that shift: Anova made precision cooking mainstream, then in 2024 moved parts of its app behind a subscription and dropped support for some older cookers, a controversy told here in shape rather than in unverified detail. Read that way, Anova is less a single gadget than the sous-vide leader: precise, enthusiast, app-led. The lesson for a brand is that category leadership and careful controversy-framing reinforce each other, and withholding unverified specifics keeps the story earned. Anova made the-sous-vide-leader the identity — proof that precision can open a round.

Keep Anova’s identity on hand — save it to a board in the Made Good inspiration library.