Blendtec

Blendtec is an American brand specializing in residential and commercial blenders. It was founded in 1975 by Tom Dickson and operates primarily from Orem, Utah. The brand is a division of K-TEC, Inc., whose business has included the development and sale of high-powered blending equipment. Blendtec's product portfolio serves both household and professional users. Residential products have included the Total Blender, Classic Series, Designer Series, and Signature Series, while commercial equipment has included high-capacity systems designed for food-service operations. The brand's positioning centers on motor power, blending performance, durability, and the ability to process demanding ingredients. Its commercial products are intended for environments such as restaurants, beverage businesses, and other food-service applications, while its consumer machines compete in the premium and high-performance blender segment. The company achieved unusually broad public recognition through "Will It Blend?", a video-based marketing campaign introduced in the mid-2000s. In the series, founder Tom Dickson used Blendtec machines to blend unconventional objects, including consumer electronics and other hard items, alongside more ordinary ingredients. The demonstrations turned a technical product claim—high blending power—into an easily understood entertainment format. The campaign became a notable example of viral digital marketing and made Blendtec recognizable beyond the kitchen-appliance category. Blendtec has also been involved in product and intellectual-property developments. In 2006, it brought a patent-infringement case against Vitamix concerning the design of its Wild Side jar. The court found infringement and awarded Blendtec approximately $24 million in damages, according to the cited account, making the judgment one of the largest patent-related awards in Utah at the time. The company later received recognition for innovations associated with its Signature Series, Stealth line, and Nitro Blending System. In 2014, it launched Blendfresh, a nutrition-focused business described as a company under the Blendtec umbrella. In 2015, Blendtec became the blender supplier for Jamba Juice, replacing Vitamix. Ownership changed in 2021, when the founding family sold a majority share of the company to Wasatch Group. Blendtec nevertheless continued operating as an active blender business, with its identity tied to both professional equipment and consumer appliances. Its public profile remains particularly associated with product demonstrations, high-powered blending, and the "Will It Blend?" brand platform.

Blendtec traces its origins to 1975, when Tom Dickson founded the business that developed into the Blendtec blender operation. The company established its base in Orem, Utah, and built its activities around high-powered blending equipment for both commercial and household use. It operates as a division of K-TEC, Inc., rather than as a separately listed public company. The brand's development has combined appliance engineering with unusually aggressive product demonstration. Blendtec promoted the performance of its machines through the "Will It Blend?" video series, in which Dickson blended objects that audiences would not normally associate with food preparation. Examples cited in descriptions of the campaign include iPods, iPhones, marbles, golf balls, and remote controls. These demonstrations gave viewers a direct visual representation of the machines' power and helped distinguish Blendtec from competitors whose marketing primarily emphasized conventional recipes or technical specifications. The campaign became widely recognized as an early and influential example of viral internet advertising. Intellectual property became an important part of the company's history in 2006. Blendtec sued Vitamix, alleging that Vitamix had copied the design of Blendtec's Wild Side jar in its MP and XP containers. The court found that Vitamix had infringed Blendtec patents and awarded Blendtec total damages of approximately $24 million. The judgment was described as the largest patent-related penalty in Utah history at the time. The case illustrates the competitive importance of container geometry and blending technology in the premium blender market. Blendtec continued to develop equipment across consumer and commercial categories. Its named product families have included the Total Blender, Classic Series, Designer Series, Signature Series, and Stealth line. In 2013, the company received a Gold Innovation Award for innovations connected with the Signature Series and Stealth products. It later introduced the Nitro Blending System, which received the 2017 Kitchen Innovations Award. Blendtec also expanded beyond the core appliance brand with the launch of Blendfresh on July 14, 2014, a nutrition-oriented business associated with the company. The company strengthened its commercial presence in 2015 when it replaced Vitamix as the blender supplier for Jamba Juice. This change connected Blendtec's equipment with a prominent beverage and smoothie chain and underscored the importance of food-service accounts alongside direct consumer sales. In 2021, the founding family sold a majority share of Blendtec to Wasatch Group. Public reference material continues to describe Blendtec as active and operating primarily from Orem. Its historical identity rests on three connected elements: Utah-based manufacturing and product development, premium high-performance blending equipment, and the entertainment-driven product demonstrations that made the brand broadly known outside the appliance industry.

1. 2021Wasatch Group acquires majority share

   The founding family sold a majority share of Blendtec to Wasatch Group.

   Source
2. 2017Nitro Blending System receives Kitchen Innovations Award

   Blendtec received the Kitchen Innovations Award for its Nitro Blending System.

   Source
3. 2015Jamba Juice supplier transition

   Blendtec replaced Vitamix as the blender supplier for Jamba Juice.

   Source
4. 2014Blendfresh launches

   The company launched Blendfresh, a nutrition-focused business associated with Blendtec.

   Source
5. 2013Gold Innovation Award recognition

   Blendtec received the Gold Innovation Award for innovations associated with its Signature Series and Stealth blender lines.

   Source
6. 2006Blendtec wins patent case against Vitamix

   A court found Vitamix liable for infringing Blendtec patents relating to the Wild Side jar design and awarded approximately $24 million in damages.

   Source
7. 1975Blendtec is founded

   Tom Dickson founded the business that became Blendtec, establishing the company's long-term focus on blending equipment.

   Source

Premium, high-performance blender brand emphasizing powerful motors, durability, commercial capability, and demonstrable blending performance.

• Total BlenderResidential blender

  The Total Blender is one of Blendtec's principal consumer product families. It represents the brand's emphasis on high-powered blending for household users and is associated with the company's broader premium-performance positioning.

• Classic SeriesResidential blender

  The Classic Series is a consumer-oriented Blendtec line intended to provide the brand's core high-performance blending proposition in a conventional household appliance format.

• Designer SeriesResidential blender

  The Designer Series is a residential blender family combining Blendtec's performance-oriented positioning with a more design-focused product presentation. Detailed model specifications and current availability are not established by the supplied reference material.

• Signature SeriesResidential and commercial blender line

  The Signature Series is a named Blendtec line recognized in connection with the company's product innovation. It was included, along with the Stealth line, in the company's 2013 Gold Innovation Award recognition.

• Stealth lineCommercial blender

  The Stealth line is a commercial-oriented Blendtec product family. It was recognized alongside the Signature Series for innovation in 2013 and is associated with the company's food-service equipment business.

• Nitro Blending SystemCommercial blending system2017

  The Nitro Blending System is a Blendtec commercial product designed for professional beverage and food-service applications. The system received the 2017 Kitchen Innovations Award, marking it as one of the company's publicly recognized equipment innovations.

• 2006Will It Blend?

  United States · International digital audience

  Blendtec used short online videos featuring Tom Dickson blending unusual non-food objects, including consumer electronics and sporting items, to dramatize the power of its blenders. The format transformed a technical performance claim into shareable entertainment and became the brand's defining marketing platform.

  Outcome. The campaign became widely known as a viral marketing success and significantly increased Blendtec's public recognition.

  Source

• 2021Majority ownership sale to Wasatch GroupM&A

  The founding family changed its ownership position in the company.

  What changed. The founding family sold a majority share of Blendtec to Wasatch Group.

  Aftermath. Wasatch Group became the majority owner while Blendtec continued operating as an active brand.

  Source
• 2015Commercial account expansion through Jamba JuiceStrategy

  Jamba Juice changed its blender supplier in a competitive commercial-equipment market.

  What changed. Blendtec became Jamba Juice's blender supplier, replacing Vitamix.

  Aftermath. The agreement expanded Blendtec's visibility in a major beverage-chain setting.

  Source
• 2006Pursuit of patent protection for Wild Side jar designOther

  Blendtec claimed that competing Vitamix containers copied patented elements of its Wild Side jar design.

  What changed. The company brought a patent-infringement lawsuit against Vitamix.

  Aftermath. The court found infringement and awarded approximately $24 million in damages to Blendtec.

  Patent-case damages. Approximately $24 million awarded (2006)

  Source

• 2006Blendtec–Vitamix patent disputeControversy

  Blendtec alleged that Vitamix copied the design of its Wild Side jar in MP and XP containers. The court found patent infringement and awarded Blendtec approximately $24 million in damages.

  Source

• 2021Founding family sells majority share to Wasatch Group

  The Blendtec founding family sold a majority interest in the company to Wasatch Group.

  M&A
  Source
• 2017Blendtec receives Kitchen Innovations Award for Nitro Blending System

  The company received the Kitchen Innovations Award for its Nitro Blending System.

  Product launch
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• 2015Blendtec becomes Jamba Juice blender supplier

  Blendtec replaced Vitamix as the blender supplier for Jamba Juice.

  Other
  Source
• 2014Blendfresh launches

  Blendtec launched Blendfresh, a nutrition-focused business described as part of the Blendtec group.

  Product launch
  Source
• 2013Blendtec receives 2013 Gold Innovation Award

  Blendtec was recognized for innovations associated with its Signature Series and Stealth blender lines.

  Other
  Source

1. Blendtec
2. Blendtec official website