Sage Appliances has launched the Eye Q Auto Toaster, a new appliance that toasts bread by tracking colour rather than relying on a timer. An optic sensor monitors the bread 10 times a second as it browns and stops the toasting at the chosen shade.
Users select one of seven shades on the colour selector, place their bread in the slots, and push down the lever as with any other toaster. The toaster is available in two-slot and four-slot models to suit different household sizes.
Features and modes
Sage claims the Eye Q Auto Toaster delivers "consistent results" whether toasting white bread, wholegrain, sourdough, crumpets, or fruit loaf, including frozen slices. A dedicated Sourdough Mode adjusts the sensors to handle the thick crusts, bubbles and chewy centre of sourdough.
A traditional Timer Mode is also included for regular toasting, ideal for warming snacks. The toaster has a non-stick ceramic coated top to prevent mess, and crumbs are guided into a catch-all crumb tray that is easy to empty.
Pricing and availability
The Eye Q Auto Toaster is priced at £249.95 in brushed stainless steel or £279.95 in black for the 2-slice model, with the 4-slice version costing an extra £100.
Tom Groundes-Peace, Senior Global Category Manager & Head of Research at Sage Appliances, said: "Until now, every toaster has relied on time which is why getting toast just right can still be a bit hit and miss. The Eye Q Auto changes that by rethinking how a toaster knows when your toast is ready rather than simply counting down the seconds."
He added: "It's a genuine breakthrough that brings a new level of intelligence, consistency and ease to something we all do every day. We're incredibly excited to bring it to kitchens in the UK."
Alternatives and brand reputation
Other options include the Ninja Foodi 3-in-1 Toaster, Grill & Panini Press, currently on sale for £119.99 in stainless steel or £159.99 in black and blue. It features seven shade settings and can flip into Grill mode, with a Bake Tray and Panini Press accessory. The Cuisinart Smart Elite 2-Slice Toaster, priced at £89.99, offers seven shade levels, six bread settings, larger slots for artisan loaves, and a bagel setting.
Although the Eye Q Auto Toaster has yet to receive any reviews, Sage Appliances has an average rating of 4.2 out of five stars based on more than 8,000 Trustpilot reviews. Customers praised the brand's customer service, with one saying: "Sage Customer Service is amazing. I called to buy a replacement accessory and the help I received to locate it was absolutely fantastic. They go out of their way and so pleasant to speak to."
Another added: "I own a Sage toaster and Sage Barista Express coffee machine which have been fantastic for many years. Needed some further advice so phoned Sage for a second time in a week, needing to check something and was assisted by Hope who was fantastic. She was superbly friendly, knowledgeable, great sense humour and offered excellent customer service."
Some customers mentioned problems with appliances breaking or malfunctioning but praised Sage for resolving issues promptly. One fed back: "My initial experience with the online chat was not positive but once I spoke to someone on the phone all was resolved." Another five-star reviewer said: "Love love love my coffee machine. Easy to use and makes great coffee just like a barista! Had to get the kettle and toaster to match as well. Really pleased with all the appliances."
