When the original Instant Pot launched in 2010, it thoroughly disrupted the slow cooker category leaving traditional crock pots in the dust. In the years since, the brand has strived to win over the rest of the slow cooker consumers still clinging to their old slow cookers. Analysis of slow cooker consumers revealed two distinct groups: reluctant adopters who are put off by the complexity of electronic pressure cookers, and others who prefer the concentrated flavors and succulent texture that slow cooking creates. Coincidentally, a considerable number of slow cooker users prefer cast iron cookware in their stovetop cooking, because of its heat retention and searing performance. Inspired by those insights, we saw an opportunity to appeal to both consumers with a product that combines the superior results of cast iron braising with the simplicity and hands-off ease of a slow cooker.

With the Instant Precision Dutch Oven, we sought to bridge the gap between slow cookers and pressure cookers—a marriage of modern technology and traditional cast iron cooking. A simplified interface offers a seamless experience for searing meats and sautéing vegetables before slow-cooking begins. By including only the most essential functions, the Precision Dutch Oven streamlines the braising process, delivering superior results with minimal hassle. Even at a price point several times higher than ordinary slow cookers, hundreds of thousands of units sold speaks to the success of this unique value proposition.