The NutriU application changes its name to HomeID. This shouldn’t change much for those who already use it. It always accompanies cooking and food preparation appliances such as Airfryers, Air Cookers or Philips blenders with recipes, tips and nutritional information. On the other hand, it should gain new users by integrating automatic coffee machines with grinders, while the dedicated Coffee+ application is abandoned. The latter has already disappeared from the application stores, but HomeID has therefore taken over its content, namely recipes for hot drinks, but also maintenance guides for Philips coffee machines.
A new identity to get out of the kitchen
By becoming the refuge for Coffee+ users, HomeID remains very anchored in the world of the kitchen, but its name suggests that it could eventually open up to the entire home and integrate many other categories of devices. Philips also invites you to stay “looking for updates on new product categories as they are rolled out” on the page dedicated to the application. Air purifiers or robot vacuum cleaners could thus be controlled from HomeID in the long term.
From the user’s point of view, the idea of having only one application to control all the brand’s devices seems rather good to us, but we imagine that it is mainly a question of reducing the costs of development and maintenance of applications by bringing them together to keep only one.
Remember that the small household appliances branch of Philips – Domestic Appliances – has undergone significant changes recently, including a change of ownership. Indeed, the Dutch group has chosen to separate from the said branch in 2021 to refocus on its activities in the health field. Philips Domestic Appliances thus fell into the hands of an Asian investment fund (Hillhouse Capital) which should logically seek to make the transaction as profitable as possible. This could also involve developing its brand portfolio.
Just like Philips Lightning, which later became Signify and owner of Wiz in addition to Philips Hue, the former branch of Philips recently changed its name to Versuni. This should allow it to launch or take over other brands, while keeping control of Philips small household appliances thanks to its exclusive license agreement.