It's the Tupperware party of the twenty-tens and the must-have gadget that's incited a religious fervour among many of the people who have forked out thousands of dollars to own it.
The Thermomix. Now a prized feature in more than one out of every 100 Australian homes and affectionately called by some as "my Thermi".
They sell for $1939 each and aren't available in stores or online, but sales have grown to the point where the number sold in the last year in Australia – 50,000 - match the number sold in its first 10 years in the country.
Turns out Australians love the appliance that parent company Vorwerk first said wouldn’t work in a country where people were only interested in barbeques.
It's advertised as holding the power of 10 appliances in one little machine, the appliance that can chop, beat, mix, emulsify, mill, knead, blend, cook, stir, steam, weigh, melt and "much more", make a salad in three seconds and sorbet in one minute.
The Thermomix is also lauded as making its owners happier and healthier by keeping all the vitamins in during cooking and transporting them back to a time and place when there was time to make their own jams, breads and mayonnaise.
It's also the perfect guilt-alleviating purchase for mothers who can now make their own preservative-free, organic baby food.
It's the Apple of the world of kitchen gadgetry, with ThermoBottles, ThermoJars, Thermomats and ThermoSkins - like an iPhone cover for your Thermomix depicting anything and everything from Audrey Hepburn to clotheslines or Harley Davidsons - also for sale.
Plus it's used by George Calombaris, Adriano Zumbo and Heston Blumenthal.
Murdoch University academic and food blogger Dr Felicity Newman says the celebrity link was a key part of "a really clever marketing strategy" that has made the Thermomix so popular.
"Their coverage is so huge - I think people like the ever-popular Heston Blumenthal have got so much to do with it because people love his science, space-age cooking," Dr Newman said.
"The other thing with the celebrity chefs, there's all this notion of restaurant standard, suddenly we in the home feel we’ve got to put out food in that standard - with the Thermomix you can make your sorbets and custards and things.
"You're having friends around for dinner and suddenly it's My Kitchen Rules."
The number of consultants grew 30 per cent in Australia last year to 2,500, and is set to increase 40 per cent this year.
Thermomix will also open a new head office in Perth next week and take on 100 new consultants in the state.
Selling the appliance only to those who attend a Thermomix party, with a trained consultant who whips up delicious taste-testers, makes it exclusive and is "diabolically clever", says Dr Newman.
"One of the things I know that they do is there are certain products, additional products you can only get by hosting a party," she said.
"That’s a big one - once people have got one, they want the other attachments.
"I think people do feel the pressure to run them to get extra things.
"It's a bit like a religion, they want to spread the word.
"The people that have got them don't talk about anything else."
The enthusiastic spreading of the Thermomix gospel is also part of validating spending so much money on one machine, Dr Newman said.
"People are obsessed," she said.
"It's like a child or a pet or something.
"People have invested a lot and they’re blogging their recipes, they like group reinforcement.
"There's a desperation to keep it going."
Dr Newman said many people purchased the machine because of pressure to "keep up" and think "my neighbours have got one therefore I need one".
She said the business operation – group-selling parties with exclusive gifts for those who hold them and run by consultants on commission – could be "problematic".
"It's OK in that no-one's forced to buy anything but the pressure is there when you go to these parties," Dr Newman said.
"They're a bit more vulnerable and they can get sucked into something that is a huge purchase because of the pressure of it."
Managing director Grace Mazur, who began selling the unit in Australia in 2001 after discovering it for herself in Poland, said the in-home demonstrations were necessary because "you need to be very close to the customer to be able to properly demonstrate the Thermomix".
And that's not to say that Thermomixes aren't valuable machines in kitchens that are becoming smaller, cooked in by people who are time-poor.
"It will do its things and then turn itself off, it's a huge drawcard for working women and the like," Dr Newman said.
"A friend of mine who's recently purchased one, she said something interesting that her husband who's a bit shy in the kitchen is now right in there - I think that would certainly be a big drawcard for a lot of women.
"Guys like a machine, they like the certainty of it - you put 'x' in and 'y' will happen."
It also performs the functions of several machines that could cost thousands more if purchased separately.
"It's become increasingly the present that the family puts money together for," Dr Newman said.
"If you've got nothing in your kitchen, there's a Thermomix, you've got everything."
It's the New Year's Resolution of kitchen purchases.
"We buy kitchenware because it makes us feel very righteous," Dr Newman said.
"[People think] 'I'm going to cook and do it myself' but we don't go further than the purchase.
"I think a lot of people buy them and then don't use them after a couple of months."
People will always be interested in taking up a new technology, Dr Newman says.
But what remains to be seen is "if the enthusiasm wears off like with every new gadget".