Jodie Kidd named brand ambassador for the new Maidaid Elite warewashing range
Model, presenter and pub landlady brings real world credentials to Maidaid’s most advanced range yet. Set to launch in July 2026
Maidaid, one of the UK’s leading warewashing equipment manufacturers, is proud to announce that Jodie Kidd, model, TV presenter and business owner has been appointed as Brand Ambassador for its all new Elite warewashing range. The partnership brings together one of Britain’s most recognisable faces with a genuinely game changing range of glasswashers and dishwashers designed to meet the demands of today’s hospitality industry.
A natural fit
Jodie Kidd is no stranger to the pressures of running a busy hospitality venue. As landlady of The Half Moon in Kirdford, West Sussex, she understands first-hand the importance of reliable, high performance equipment that genuinely makes a difference to day-to-day operations. It was this real-world insight that made her the ideal choice to represent the Elite range.
“When I was invited to become Maidaid’s ambassador, I was genuinely excited,” said Jodie. “Having the Elite glasswasher installed at The Half Moon has already made a real difference. It’s faster, more efficient and far more sustainable than what we had before and it saves me hours of polishing glasses – all of these in a busy pub matter enormously.”
Setting a new standard for sustainability and efficiency
The Elite glasswasher installed at The Half Moon is already delivering significant savings across water, energy and chemical usage. With an average water consumption of just 1.4 litres per cycle and energy usage of only 0.2 kWh per cycle, the Elite range sets a new benchmark for sustainable commercial warewashing and represents a substantial improvement on older, less efficient machines.
The machine’s double skinned outer casing minimises heat loss, while a patented heat recovery system further reduces energy consumption making the Elite range as kind to the environment as it is to operating costs.
Speed when it matters most
During the busiest service periods, speed is everything. The Elite glasswasher offers a fastest cycle time of just 75 seconds, ensuring clean glasses are back behind the bar and in customers’ hands without delay. With up to 30 programmable cycles to choose from, each venue can configure the machine to best suit its own operational needs.
Eliminating single-use plastics
One feature that has particularly resonated with Jodie and her team is the new dedicated bottle wash basket and function. Designed to enable venues to move away from single-use plastic bottles for table water, the Elite allows operators to wash and reuse glass bottles and jugs, reducing waste and enhancing the dining experience for guests at the same time.
Smart technology for modern hospitality
The Elite range is built for the connected age. A new scratch-resistant LED touchscreen makes programming simple and intuitive and looks the part too. But the technology goes far deeper than the interface. The Elite features integrated IoT connectivity, accessible via a dedicated app. This allows operators or estate managers overseeing multiple sites to remotely monitor machine usage, including chemical dosing and wear and tear. The system proactively flags issues and enables swift diagnosis, minimising the risk of costly downtime.
A turning point for Maidaid
Jag Thandi, COO of Maidaid, commented: “This launch marks a turning point for Maidaid. The Elite machines are high-spec, robust and offer some of the lowest energy and water usage in the market today. They have truly been designed with the end user in mind, and we have been eagerly anticipating bringing them to market. Having Jodie spearhead our campaign as brand ambassador is the perfect endorsement — what better advocate than someone who uses the machine in their own pub every day?”
Availability
The Maidaid Elite warewashing range will be available from July 2026. For further information, please visit www.maidaid.co.uk or contact your local distributor.