That’s a question many people still ask when they hear about smart home technology. Samsung’s SmartThings platform now connects millions of users around the world and supports products from thousands of partner brands. Yet for many people, the idea of a connected home can still feel a little abstract.

Maybe you’re not sure whether your devices are compatible. Maybe setting everything up sounds complicated. Or perhaps you’re wondering whether connecting your appliances will make any meaningful difference in everyday life.

The answer may be simpler than you think.

For many Samsung products, getting started begins with a QR code. If a Samsung appliance includes a SmartThings QR code, simply scan it and follow the on-screen instructions to quickly connect the product to the SmartThings ecosystem.^[1]

And once connected, a whole new side of the home opens up.

The Virtual Home: Try Before You Connect

For people who are still unsure whether a connected home is worth it, Samsung offers a way to experience SmartThings before setting up a single device.

The Virtual Home website is an interactive online experience that lets visitors explore a SmartThings-connected home without downloading an app or connecting any products. Accessible through web browsers, Virtual Home offers a glimpse into how SmartThings can help simplify daily life.

Upon entering Virtual Home, visitors are greeted by a SmartThings dashboard featuring Home, Devices, Life, and Routines tabs.

The Home screen provides an overview of a connected household. Users can check the status of devices connected to SmartThings throughout the home, from the air conditioner in the bedroom to the curtains in the living room. Then, 3D Map View allows users to navigate the virtual home and explore devices room by room.^[2]

It’s a simple way to understand not just what SmartThings is but what it feels like to use.

The Life tab is designed around these kinds of practical benefits. The tab provides easy access to features and services like Energy, and Pet Care. For example, right at the top is SmartThings Energy, which helps users monitor energy consumption across connected devices, providing visibility into power usage, estimated utility costs and savings generated through AI Energy Mode.

Sometimes, a connected home isn’t about controlling devices. It’s about staying connected to the people who matter most. Family Care in the Life tab, can help users keep an eye on loved ones from afar by using activity data from connected Samsung appliances and mobile devices.^[3]

Within Virtual Home, for example, users can see that “Mum” has started her day normally, while “Father-in-law” has not shown expected activity patterns. In this way, the feature can provide additional peace of mind and encourage users to check in when something seems unusual.

SmartThings: A Home That Helps Out Behind the Scenes

The real value of a connected home often comes from the small conveniences that add up throughout the day.

Imagine relaxing on the sofa on a warm afternoon. Sunlight is streaming through the windows and the room is beginning to heat up. You’d like to close the blinds or lower the air conditioner temperature, but you’re comfortable exactly where you are.

Instead of getting up, SmartThings lets you manage connected devices directly from your phone. With a few taps, the blinds can be adjusted and the room temperature can be changed without leaving your seat. These may seem like small moments, but they are exactly where connected experiences can make everyday living feel easier.

Connected convenience is just a QR code away

Smart home technology is often discussed in terms of ecosystems, connectivity and platforms. But for most people, the question is much simpler: Will it make my life easier?

SmartThings is built to answer that question with an emphatic “yes”, through practical user experiences that help save time, reduce everyday hassles, and provide greater visibility into the home.

Whether it’s adjusting the temperature from the sofa, checking in on a loved one, or monitoring energy use, the benefits become easier to understand once they’re experienced firsthand.

The washing machine still washes clothes. The dishwasher still cleans dishes. But now, SmartThings simply helps those appliances do more, and do it better. To get started simply scan the QR code on your device and away you go, so you spend less time managing your home and more time living in it.

[1]Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[2] A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.

[3]Remote control is available when the caregiver has been set up to remotely control the care recipient’s devices. Availability may vary depending on product, model and region.

Samsung Electronics Co., Ltd. has announced the launch of its new Bespoke AI Washer and Dryer lineup^[1], designed to meet growing consumer demand for appliances that can reduce everyday effort, help manage energy consumption and integrate seamlessly into connected homes^[2]. Combining enhanced AI features, an intuitive Smart Screen experience and SmartThings-enabled^[3] energy management, the lineup helps users manage laundry more conveniently and efficiently.

“As consumers increasingly seek appliances that adapt intelligently to their daily routines, Samsung continues to expand the role of AI across the home,” said Hyoung Min Park, VP and Head of the Customer Experience Team for the Digital Appliances (DA) Business at Samsung Electronics. “In this respect, the new Bespoke AI Washer and Dryer lineup delivers a more personalized and convenient laundry experience.”

Enhanced AI Features Deliver Intelligent Fabric Care

The new Bespoke AI Washer and Dryer are equipped with Samsung’s latest AI-enhanced laundry cycles, designed to optimise performance across a wider range of fabric types for smaller loads and laundry conditions.

On washers, AI Wash+ expands fabric recognition capabilities to include outdoor and denim fabrics in addition to the previously supported fabric types^[4]. Using multiple sensors, the system detects the weight and five different fabric types, automatically dispenses an appropriate amount of water and detergent, then continuously monitors soil levels during the wash cycle. If needed, it can adjust detergent usage and washing time to help deliver thorough yet efficient cleaning performance.

On dryers, AI Dry+^[5] analyses the moisture level and drying temperature of a load while detecting four different fabric types.^[6] Based on these insights, it automatically adjusts the performance of the Inverter Compressor and Heat Exchanger to optimise drying conditions. By generating the appropriate amount of heat according to the weight and moisture content of each load, AI Dry+ helps reduce energy consumption and drying time by up to 20%^[7].

Smart Screen and Voice Control Simplify Everyday Laundry

The new lineup enhances everyday convenience with the Smart Screen^[8], a 7-inch LCD that serves as an intuitive control center for laundry. The display provides easy access to functions and settings through touchscreen controls, while also personalising the user experience by remembering usage habits, suggesting cycles^[9] and delivering timely information. After each cycle, users can access laundry reports through the SmartThings app^[10], including insights into energy and water consumption.

The lineup also features Samsung’s upgraded Bixby^[11] voice assistant, which enables users to manage laundry more easily through natural voice interactions. For example, users can ask Bixby to start a preferred cycle, add extra rinsing, check remaining wash time or explain information shown on the screen without touching the controls. Bixby can also provide spoken feedback on information displayed on the screen, making laundry management more accessible and intuitive.

Connected Experiences Support Smarter Energy Management

Through SmartThings, users can access a range of connected features designed to enhance convenience and support more efficient energy management.

As household energy costs remain a key concern for consumers, the new lineup supports AI Energy Mode^[12] in SmartThings Energy, which helps users monitor daily, weekly and monthly energy consumption while also providing estimated electricity costs. When compatible cycles are selected^[13], AI Energy Mode can reduce energy use by up to 70% by applying AI Ecobubble technology^[14] to wash at lower temperatures and extending cycle time as needed^[15]. For the dryer, AI Energy Mode helps reduce energy use by up to 20%^[16] through intelligent optimisation of the drying process.

Availability

The new Bespoke AI Washer delivers large-capacity performance in a 24-inch standard-depth design and is available in capacities ranging from 9kg to 11kg, while the matching-design dryer is available in 9kg. The new Bespoke AI Washer and Dryer lineup will be introduced beginning in July 2026, with availability varying by region and model.

[1]Applicable to the following models – Washer: WF90H1*C4***, Dryer: DV90F*******.

[2]Interconnected features available on compatible Samsung Bespoke models via SmartThings app only. Feature availability varies by model

[3]Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4]Fabric sensing uses an AI algorithm to sense 5 fabric types (Cotton, Delicates, Towels, Denim, Outdoor) for loads up to 2kg. A turbidity sensor operates for all weights. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash like fabrics together.

[5] Based on an AI-created algorithm. Actual results may vary depending on individual use. Must check the clothing care label before using the AI Dry+ cycle.

[6]Fabric sensing uses an AI algorithm to sense 4 fabric types (Normal, Denim, Towels, Delicates) for loads up to 2kg. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, dry like fabrics together.

[7] Tested on the Samsung DV9400D compared with Samsung DV5000D on Eco Cotton and AI Dry+ cycle. Use blended shirts of 2kg load.

[8]Smart Screen refers to the 7’’ LCD screen on the product. Certain functions accessible through the Smart Screen utilize AI-based algorithms, which be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information. You will need a Samsung account to access the Smart Screen, which offers a network-based service that includes apps and our other smart features available through your device.

[9]Messages with cycle suggestions are displayed on the SmartThings app.

[10]Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required

[11]Bixby is Samsung’s voice recognition assistant. Service availability may vary by country, carrier, language, device model, or OS version. A Samsung account and Wi-Fi connection are required.

[12] Must be activated via SmartThings Energy available on Android and iOS devices. A Samsung account and Wi-Fi connection are required.

[13]AI Energy Mode is available for selected cycles only..

[14]AI Ecobubble is Samsung technology designed to optimize laundry cycles through fabric sensing, bubble generation, and AI Energy Mode.

[15]Based on internal testing on the WW11BB944AGB model in normal usage conditions. Energy savings of up to 70% achieved by washing at lower temperatures with Ecobubble compared to default settings. Results may vary depending on clothes and environment.

[16]Based on internal testing using the SuperSpeed cycle on DV90F09F4SU2 to dry a 5kg load. Results: Power consumption without AI Energy Mode = 0.952kWh. Power consumption with AI Energy Mode = 0.720kWh. Results may vary depending on actual usage conditions.

During the panel, Hon Pak, Head of the Digital Health Team for the Mobile eXperience (MX) Business at Samsung Electronics, joined four other speakers: David Lee, Head of Samsung Next; Mike McSherry, CEO of Xealth; Alina Su, CEO of Generation Lab; and Michael Dubrovsky, CEO of SiPhox Health. Together, they presented a blueprint for the future of healthcare to an audience of approximately 1,000 global attendees.

Serving as the moderator, David Lee emphasised the critical role of partnership. “The future of health cannot be built by one company alone,” Lee said. “It must be forged through an open ecosystem of collaboration among diverse innovators.”

Building an Open Health Ecosystem

Samsung possesses a diverse portfolio of devices and platforms, spanning from semiconductors to mobile phones, wearables, home appliances and TVs. The company leverages its economies of scale to cultivate a robust, collaborative ecosystem with numerous partners across each of its business sectors.

By integrating Samsung devices with partner solutions within this open ecosystem, Xealth, Generation Lab and SiPhox Health are accelerating the realisation of connected care. This healthcare vision aims to help users lead healthier, more vibrant lives through proactive wellness management powered by Samsung’s connected device ecosystem.

Hon Pak highlighted the scale of Samsung’s reach during the discussion. “Samsung Health supports more than 77 million monthly active users,^[1] and the SmartThings platform connects 460 million users,”^[2] Pak said.

Samsung holds a strong advantage as a trusted brand within the household, the central setting for daily life and wellness. “By connecting our device ecosystem around the home via SmartThings, we can innovate the health experience where it matters most, at a time when health is shifting to the home — a space in which prevention can happen at scale,” Pak added.

To support this transition, Samsung has integrated a wide variety of devices — including home appliances, TVs and compatible third-party devices — into its SmartThings platform. This enables a broad spectrum of services that range from personalised automation routines to family and pet care.

Accelerating Innovation Through Partnerships

The panelists identified Samsung’s established ecosystem and open approach to collaboration as key strengths.

Alina Su of Generation Lab emphasised the value of this partnership. “What has been most exciting is Samsung’s genuine openness and distribution. There’s real scale and technical capability — but there’s also a willingness to collaborate, to co-create, and to move quickly with partners,” Su said. “When you combine that with the devices people already use every day, you can bring innovation to people’s lives far faster than you could independently.”

Michael Dubrovsky of SiPhox Health also explained the benefits of the collaboration. “Samsung brings the device ecosystem already living in people’s homes and on their bodies,” Dubrovsky said. “SiPhox adds the diagnostic layer that has always been missing from that picture. Together, continuous device data and continuous biomarker data create a truly complete health picture that has never existed outside a clinical setting.”

Currently, Generation Lab provides a solution to help users easily check biological age and actively manage aging at home, while SiPhox Health offers a service that enables active health management through hospital-grade blood tests in each household.

Mike McSherry of Xealth shared a vision for providing a seamless, continuous healthcare solution by bridging the gap between clinical care in hospitals and daily wellness management through deep integration with Samsung.

Empowering Open Collaborations and Ensuring Robust Security

In addition to strategic partner collaborations, Samsung has built an open ecosystem for the wider developer and researcher community. Utilising the Samsung Health Software Development Kit (SDK) Suite, they can easily create innovative wellness services leveraging advanced sensor technology and the health platform. This allows Samsung Health users to experience useful new features more quickly.

Protecting these experiences is Samsung Knox, a proprietary defense-grade security solution integrated across various consumer touchpoints, such as mobile devices, home appliances and TVs. With Knox, users can confidently manage their sensitive information within the Samsung ecosystem.

Looking at the next five years of healthcare in the context of the AI era, Pak concluded, “A daily companion that knows who I am, as well as what I need and when, will help me achieve my health goals seamlessly through lifestyle behaviors and connected innovative partner services.”

[1] The number of Samsung Health users is based on the global monthly active users (MAU) as of April 2026.

[2] The number of SmartThings users is based on the global registered users as of May 2026.

Introduced at The First Look during CES 2026, “Your Companion to AI Living” reflects Samsung’s vision for AI innovations. The campaign highlights how Samsung’s AI technology and connected products and services seamlessly integrate into everyday life and offer a new way of living that helps care for users and their loved ones. It also focuses on Samsung’s pursuit of AI innovations that anticipate user needs and provide personalised solutions across its ecosystem of devices, platforms and services.

“Through this campaign, we aim to show how Samsung’s products and services, integrated with AI, can become a life companion by proactively understanding users’ needs and offering personalized support when it matters most,” said Stephanie Choi, Executive Vice President and Head of Global Brand Center at Samsung Electronics. “We will continue to create more meaningful ways for customers to experience the value of Samsung’s innovations in their daily lives.”

The campaign includes a series of three humorous videos focused on health, family and pet care. The videos connect with customers by illustrating how Samsung’s AI capabilities, incorporated into its offerings, help elevate customers’ daily lives.

For health-conscious users, the Antioxidant Index,^[1] available through Galaxy Watch8 and the Samsung Health app, is shown helping people check their wellness status and receive personalised meal suggestions to maintain healthy eating habits. Additionally, the AI Food Manager^[2] in the Bespoke AI Refrigerator Family Hub simplifies ingredient management and offers tailored recipe recommendations.

For pet owners, Now Brief^[3] is shown reminding users to walk their dogs and records walk routes and duration in detail, through integration with Pet Care^[4] on the SmartThings app.

For families, the Call Screening feature on Galaxy smartphones is shown assisting elderly family members in avoiding unwanted calls, such as potential voice phishing attempts.^[5]

These videos are being showcased on Samsung digital channels and screens across major global landmarks such as Times Square in New York and Piccadilly Circus in London.

[1] Requires a Galaxy smartphone running Android 11+ and Samsung Health App (V6. 30.2 or above). Samsung Account login required.

[2] A Wi-Fi connection and Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items located in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. Users may need to manually check and adjust the list to ensure its accuracy.

[3] Available on Galaxy S26 series or later smartphones.

[4] The Pet Care service must be activated in the SmartThings app, and Samsung account is required. The dog-walking notification will be triggered if the dog has not reached the user’s preset walking target.

[5] Supported on the Galaxy S24 series and smartphones running One UI 8.0 or later, though supported features may vary by model. Available in a total of 13 languages, including Chinese (Simplified), English, French, German, Hindi, Italian, Japanese, Korean, Polish, Portuguese, Spanish, Thai, and Vietnamese.

Samsung Electronics Co., Ltd. today announced that it has once again secured its position as Europe’s No. 1 selling microwave brand, marking eleven consecutive years at the top of the segment.¹

According to market intelligence firm Euromonitor International, Samsung recorded the highest microwave retail volume sales in Europe in 2025. With this achievement, the company has maintained its position in the region every year since 2015.

“Maintaining our No. 1 position in Europe for eleven consecutive years reflects our continued commitment to meeting the evolving needs of consumers,” said Sang Jik Lee, EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics. “By combining premium design with intuitive usability and smart connectivity, we will continue to strengthen our position in the European market.”

Samsung has consistently tailored its microwave portfolio to consumer preferences by adding core features that enhance kitchen convenience. One notable example is CERAMIC INSIDE, a ceramic-coated interior that is easy to clean after cooking and helps preserve its color over time, even when exposed to high heat or grease.² In addition, the surface is up to 24 times more scratch-resistant than stainless steel,³ supporting long-lasting durability.

In 2024, Samsung expanded its offerings with the smart convection microwave oven, enhancing everyday convenience through SmartThings compatibility.⁴ Users can monitor and control the microwave remotely via their smartphones,⁵ even when away from the kitchen. The appliance also supports voice control through assistants⁶ such as Bixby,⁷ delivering a more seamless and connected cooking experience.

Building on this momentum, Samsung introduced new solo type microwave oven models featuring a seamless stainless-steel design. Available in 32L and 23L capacities, the lineup allows consumers to choose the model that best suits their cooking habits and household size. Additionally, the unified stainless-steel finish⁸ ensures visual harmony within modern kitchen environments.

The new models are distinguished by recessed handles applied to both the upper and lower parts of the door, making them easy to open even when installed in enclosed spaces such as cupboards. In addition, the control panel features a simple, streamlined UX that blends naturally into the overall design while delivering intuitive usability.

[1] Source Euromonitor International Limited; Consumer Appliances 2026ed, “microwaves” as per Passport definitions; Retail Volume Sales in Units, 2025 data.

[2] Based on internal testing. Test 1. High temperature & humidity: 120 hours in a humidity tank at 60°C and 90% humidity. Test 2. Chemicals: (a) Acid resistance: 15 minutes in a citric acid solution. (b) Alkali resistance: 15 minutes in an anhydrous sodium carbonate solution. Both then soaked for 1 hour in a 5% sodium hydroxide solution. Result: no abnormalities found.

[3] Based on internal testing in the Global Technology Center of Samsung in accordance with the ISO 20502 standard. For a critical load of scratches, the CERAMIC INSIDE enamel is about 24x more durable than stainless steel. Results may vary depending on the actual usage conditions.

[4] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The SmartThings Energy and SmartThings Home Care services are only available in certain countries.

[5] Only available when the Smart Control button on the microwave oven is turned on with hands.

[6] A Wi-Fi connection is required.

[7] Bixby is Samsung’s Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognises certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish and Portuguese. A Samsung account log-in and Wi-Fi connection are required.

[8] Available in 2 colours: silver, black. Available colour(s) may vary by country.

Samsung Electronics Co., Ltd. today announced that its smart home platform, SmartThings, now supports Matter 1.5—the global smart home standard—making it the first in the industry to support Matter-compatible cameras.

Starting later this month, Samsung will roll out SmartThings updates to expand its existing list of Matter devices, including lights, door locks, switches, and various sensors, by adding cameras. With this update, SmartThings will become the smart home platform with the broadest support for Matter devices.

“Samsung aims to ensure that products and services built on different brands and protocols deliver a unified experience through SmartThings,” said Jaeyeon Jung, Executive Vice President and Head of SmartThings Team at Samsung Electronics. “We will continue to expand our support for industry standards, including Matter, and further strengthen collaboration to drive new customer experiences.”

Enhanced Security and Safety with Matter 1.5 Camera Support

Matter 1.5, announced by the Connectivity Standard Alliance (CSA) in November, adds camera support as well as enhanced features for closure operations, including blinds, awnings, and garage doors—along with improved energy management.

The industry is particularly focused on the inclusion of a camera standard, as cameras are an essential part of any smart home ecosystem. Matter 1.5 supports a wide range of camera use cases including indoor and outdoor security cameras, video doorbells, and more. It also includes features such as live video streaming, two-way communication, motion detection, event history, and pan-tilt-zoom controls.

Expanded User Choice and Enhanced Developer Convenience

With SmartThings supporting the standard, camera manufacturers can now launch Matter-based cameras that seamlessly integrate with SmartThings without the need to customise separate API (Application Programming Interface).

Samsung has collaborated with leading global IoT device makers, including Aqara, Eve, and Ulticam, to develop Matter cameras, and these products are expected to roll out starting in March 2026.

SmartThings has already partnered with Aqara, Arlo, Hue, Ring, and others to provide a wide array of smart home camera experiences across various protocols and connection methods. With this update, users will have even more options, as Matter cameras can now be integrated easily into the SmartThings ecosystem.

Integrating cameras with SmartThings helps users build a safe and convenient smart home tailored to their lifestyle. This integration enables essential functions such as monitoring the home environment while away, checking on the well-being of pets, and configuring customised routines by connecting with smart doorbells.

Strengthening Industry Leadership With the Broadest Support for Matter Devices

Samsung SmartThings continues to expand its global partnerships under an open-platform strategy. Through the WWST (Works With SmartThings) certification program, SmartThings now supports more than 4,700 models from over 390 partner brands. By rapidly adopting the Matter standard, Samsung has also helped bring 58 Matter device types into users’ everyday lives.

Nearly half (47%) of 18-to-24-year-olds say they can only cook one or two meals from memory, while one in five Brits (22%) admit they can manage just two dishes or fewer without relying on a recipe. Alarmingly, 6% say they cannot cook a single meal without step-by-step instructions.

The findings point to a wider erosion of basic cooking know-how across the UK. Just over six in 10 feel confident boiling an egg (61%) or baking a jacket potato (63%), suggesting that even simple skills that older generations can easily navigate, are no longer guaranteed.

Yet this is not a nation that has given up on cooking altogether. In fact, 86% of Brits still see cooking from scratch as an essential life skill highlighting a clear disconnect between aspiration and ability. This nods to the increasing importance of reducing processed foods within every day diets.

“It seems that a lack of confidence and practical guidance are hampering people’s abilities to achieve success in the kitchen,” says Sebastian Goff, Brand Marketing Lead for home appliances at Samsung UK. “For many younger Brits, the growing confidence gap around preparing meals from scratch is increasingly becoming a source of stress rather than enjoyment. A worrying shift for something so central to everyday life.”

Almost two in five (39%) say preparing meals from raw ingredients feels like “too much hassle”, while 38% find cooking so stressful that they actively avoid it. The knock-on effect extends beyond the kitchen, with 17% admitting they shy away from cooking for others because they don’t feel capable enough.

Sebastian adds: “The challenge isn’t limited to what people cook but how they use the kitchen in general. Only half (50%) of Brits say they feel confident using the full range of functions on their oven, so many are missing out on features specifically designed to make cooking easier.

“This is where technology has the potential to close the growing generational cooking skills gap. Smart appliances such as our Samsung ovens can guide users, reduce guesswork and even set the correct temperature according to the dish. It can help turn everyday cooking back into a positive experience so you can enjoy healthy, home cooked meals.”

Helping rebuild cooking confidence at home

To help close the cooking confidence gap, Samsung shares three simple ways technology can support people in the kitchen.

1. Start small:
   Kitchen confidence grows through repetition. Mastering a few everyday dishes using reliable settings dedicated to simple dishes helps turn cooking into a habit. Consistent results build confidence and make it easier to take on bigger cooking challenges over time.

2. Take the pressure out of perfection:
   Cooking doesn’t need to be flawless to be successful. There are plenty of recipe videos, apps and appliance settings that can offer support and help people feel more relaxed in the kitchen. If it doesn’t work first time that’s ok! This makes cooking less stressful and far more enjoyable.

3. Let your kitchen do the thinking:
   Some modern ovens, cooktops and fridges are designed to take the guesswork out of meal planning and cooking. Features like automatic programmes, temperature sensors, burn detection and guided cooking modes take the uncertainty out of timings and settings. For example, AI Pro Cooking^[1] features in some Samsung ovens uses AI to suggest optimal cooking settings and can even alert you on your phone if your food is about to burn.

[1] Requires SmartThings App available on Android and iOS devices. An internet connection is required.

For many people, the fridge has become a guessing game. More than half of Brits (56%) admit they’re unsure where different vegetables should be stored, and that uncertainty is coming at a cost. With over two thirds (68%) regularly throwing away produce that has spoiled prematurely, and only a third (33%) feeling they’re storing food correctly, it’s clear the nation is muddling through rather than feeling in control.

And the problem isn’t just down to habits. Sebastian Goff, Brand Marketing Lead at Samsung UK says: “Fridges that don’t maintain a consistent temperature throughout form part of the problem, leaving items at the back prone to freezing while others sit too warm. This inconsistency accelerates spoilage.”

As a result, people feel forced to eat food that’s not fully fresh to avoid waste, with 70% admitting they’ll “give it a go” even when vegetables show signs of going off

To help households achieve the stable environment fresh food needs, Samsung’s Twin Cooling Plus technology uses two separate air flows and precise temperature control to maintain optimal humidity levels in the fridge. This stops vegetables from drying out, prevents odours mixing, and keeps produce fresher for longer – helping to reduce the very waste so many households are struggling with.

And that confusion isn’t just costing money – it’s sparking conflict at home. A striking 71% of Brits say they have argued with someone over correct storage.

Carrots have emerged as the most divisive item in the storage debate, splitting the nation perfectly down the middle with 50% insisting they belong in the fridge and 50% arguing for the cupboard. Other everyday staples also spark strong disagreement, with several foods showing similarly dramatic fridge versus-cupboard divides:

“As households begin planning their festive meals and the shopping for them, the debate over where to store vegetables feels particularly timely,” continues Sebastian. “Proper storage can extend the life of vegetables by up to 50%^[1], but most people don’t know how to get it right, ending up wasting an equivalent of 37kg^[2] of potatoes every year – that’s over 200 portions^[3].”

The research also reveals that many people aren’t using their fridges to their full potential. Over one in four (26%) never adjust their fridge temperature at all, and almost half (42%) don’t use any of the specific settings designed to keep different items fresher for longer.

It’s no wonder 62% of Brits say they’d like a fridge that automatically tells them where to store their food. Confusion over the right way to store food is having a real impact on what ends up in the bin – often long before food should spoil. Everyday staples are taking the biggest hit, with vegetables like salad leaves, carrots and cucumbers forming the top three items most likely to be wasted.

THE UK’S TOP 10 MOST WASTED FOODS:

1. Lettuce / salad leaves
2. Carrots
3. Cucumbers
4. Tomatoes
5. Broccoli
6. Potatoes
7. Onions
8. Avocados
9. Peppers
10. Spinach

To help households reduce waste and minimise the cost of spoiled food, Samsung is highlighting the science behind food freshness.

Sebastian adds: “We want to help consumers take the guesswork out of refrigeration, so they can feel confident they’ve got the perfect environment for storing fresh food. Incorrect moisture levels are often the reason vegetables spoil prematurely, which is where features like Humidity Fresh+ can help. It automatically adjusts the moisture in the fridge by opening or closing a vent, keeping humidity at optimal levels for fresh produce, meaning families can save money, reduce waste and feel more confident in their kitchens.”

Formula for fresher food, for longer

1. Know your zones:
   Different areas of the fridge naturally run at different temperatures. The top and middle shelves are best for everyday items like cooked food, dairy and drinks, while the bottom shelf is the coldest, making it ideal for raw meat and fish. The door is the warmest spot, suited to condiments rather than fresh produce.

1. Humidity control matters:
   Green vegetables last longer in higher humidity, whilst root vegetables prefer dryer conditions. Keeping them in the crisper drawer helps maintain the right moisture levels – closing the vent for leafy greens and opening it slightly for produce that prefers drier conditions. Samsung’s Humidity Fresh+ drawer, available in all classic fridge and freezers, adjusts this automatically, removing the guesswork.

1. Don’t overpack:
   A fridge needs space for cool air to circulate. When it’s too full, warm patches develop and food spoils faster. Aim to keep your fridge no more than two-thirds full to maintain consistent cooling throughout.

1. Let technology guide you:
   Smart features can offer reminders, show the ideal place to store different foods and help maintain optimal temperatures. Samsung’s connected fridge technology is designed to make storage simpler, reduce waste and extend the life of fresh ingredients.

* £88 = average amount that is self-reported to be wasted on thrown away vegetables per household, per year based on research question asked ‘Approximately how much would you estimate you throw away in spoiled vegetables each month?’

[1] Modelling the impact of shelf‑life extension on fresh produce waste in UK homes, March 2025: https://www.sciencedirect.com/science/article/pii/S2772912525000089?via%3Dihub

[2] £88 (Average amount that is self-reported to be wasted on thrown away vegetables per household, per year) / £2.32 (average UK retail cost of potatoes per kg) equals ~38kg (37.93) kg of potatoes per household. https://www.soilassociation.org/farmers-growers/market-information/price-data/horticultural-produce-price-data/

[3] Based on 37kgs of potatoes, one side portion is 150 g (0.15 kg):   n = 37/0.15 ≈ 246 portions

Samsung Electronics (UK) Limited has announced it is partnering with Eco-Bos, to deliver pioneering smart home technology that drives down carbon emissions and increases energy efficiencies for the West Carclaze Garden Village in Cornwall. Residents in West Carclaze can enjoy lower energy bills and effortless control of their living environment, thanks to the Samsung SmartThings platform that lets them choose how to manage heating, lighting, security, and appliances all from a single app.

One of the UK’s first Garden Villages the 1,500 homes set within 500 acres, 350 which are a Country Park, in West Carclaze, places wellbeing and innovation at its core, providing homes that are highly energy efficient and designed to take full advantage of new technologies and innovative materials. The development also includes a 7.5 MW onsite solar farm to support renewable energy supply. Critically, West Carclaze homes are rated EPC A, a rating achieved by only 0.3% of homes in the UK in an area noted as one of the least energy efficient counties in the UK*.

West Carclaze residents will benefit from this pioneering development, with each household saving both time and money through the improvements. Community residents can expect to generate a profit of up to £1,779, based on SAP (Standard Assessment Procedure) calculations as outlined in the Predictive Energy Assessment from the Elmhurst Energy Report. Comparatively, a typical UK family household’s electricity and gas bill is approximately £1,719.45 per year, highlighting the potential for significant financial savings of up to £3,498 per year.^[1]

As part of the collaboration, Samsung will provide its smart devices and appliances to each of the remaining 1,500 homes. Every property will come equipped as standard with a Samsung Heat Pump, Climate Hub, Solar PV as well as smart devices to handle everyday tasks across cooking, laundry, and dishwashing. All connected and managed in one simple interface via Samsung’s SmartThings^[2] app, available on Android or iOS. The open ecosystem gives residents the ability to connect more than 350 partner brands within their home, including Amazon Alexa, Philips Hue and many other devices which be tailored based on each residents’ evolving needs.

Thanks to Samsung’s SmartThings platform and app, residents can seamlessly manage everyday tasks and benefit from SmartThings’ AI Energy Mode. This automatically switches appliances such as washing machines, fridge freezers and ovens to save energy through intelligent automation and learning capabilities within the appliances. For example a Samsung washing machine could reduce energy use by up to 20%^[3] by simply switching on AI Energy Mode. By empowering residents to optimise their energy use and automate everyday routines, the tech at the heart of West Carclaze Garden Village will help create a more efficient community where residents can enjoy lower running costs of their home through reduced energy usage.

Mark Seaman, Head of Samsung B2B Integrated Offering Team, commented: “We know that people want homes that are more affordable to run and easier to live in. By partnering with Eco-Bos, we’re making it possible for residents to enjoy real savings on their energy bills, and giving them the opportunity to gain time back for themselves through the convenience and benefits of connected living.

“For developers, this collaboration shows that building tech-enabled communities is achievable today, meeting both new regulations and the needs of modern homeowners. We’re excited to help set a new standard for what home life can be, and we hope West Carclaze will inspire others to follow.”

Dorian Beresford, Chief Development Officer at Eco-Bos added: “Our collaboration with Samsung shows what’s possible when innovation and technology combine to serve people, not just performance. The future of housing must be cleaner, smarter, and more adaptable to people’s lives — with homes that work for people, not the other way around.

“This project brings that vision to life. Every home is designed to give back more than it takes — in energy, comfort, and quality of life. It’s proof that carbon-positive living isn’t a dream for tomorrow; it’s happening today.”

To learn more about Samsung’s work with homebuilders and developers, as well as its commitment to supporting the technological development of Tomorrow’s Homes Today please click here.

[*]^{*England’s Best and Worst Areas for Energy Efficient Homes – According to EPC data analysed by Eurocell}

[1]^{British Gas, ‘What is the average energy bill in Great Britain?’, 2025.}

[2]To use Samsung’s SmartThings service, you must have a Samsung Account, the SmartThings app installed on your smartphone or tablet, an active internet connection, and at least one compatible SmartThings-enabled device. The Samsung account is essential for storing your data and accessing your smart home setup across multiple devices, while the internet connection allows your devices to connect to the SmartThings network.

[3]Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy Mode turned on (reducing the temperature) compared to not using AI Energy Mode. AI Energy Mode can only be operated at 40 degrees or lower.

Samsung’s AI Home understands users and adapts to their needs, delivering a personalised AI experience that connects both Samsung and third-party devices through SmartThings. The video shows examples of how AI Home enables users to enjoy more quality time and focus on what matters most by doing less at home.

In the video, SmartThings Routine adjusts the air conditioner temperature and lighting, while a single tap on the SmartThings app enables home appliances to manage household chores automatically[1]. This allows users to enjoy quality family time, comfortable relaxation, and restful sleep. Additionally, through the SmartThings Pet Care service, users can care for their pets even when they are busy.[2]

“With this campaign, we aimed to highlight Samsung’s AI home experience redefined by AI leadership and SmartThings in a way that truly connects with customers,” said Won-Jin Lee, President and Head of Global Marketing Office at Samsung Electronics. “We will continue to make efforts to bring AI home experiences that make everyday life simpler, more meaningful and more human.”

Starting Sept. 2, the video will appear on outdoor screens at global landmarks such as Times Square in New York and Piccadilly Circus in London, and will also be available on Samsung’s official social media channels, including YouTube.

[1] Applicable to appliances connected to the SmartThings App available on Android and iOS devices. Requires routine setup through the SmartThings app. A Wi-Fi connection and a Samsung account are required.

[2] SmartThings Pet Care Service availability may vary by region and is supported only on BESPOKE Jet Bot AI+ model. Available on Android and iOS devices. (Android OS 8↑, iOS 13↑) A Wi-Fi connection and a Samsung account are required.