New York, NY, October 9, 2007 – Hammacher Schlemmer announces the selection of the The Best Electronic Rice Cooker, chosen over other models in tests by the Hammacher Schlemmer Institute for cooking ability, ease of use, and features.

“For 24 years, the Hammacher Schlemmer Institute has selected the best products in a given category based on rigid, methodical tests,” explained Fred Berns, President of the Hammacher Schlemmer Institute.

Scoring highest for cooking ability, the Best Electric Rice Cooker uses advanced fuzzy logic technology to automatically adjust cooking time and temperature for the type of rice being cooked. During tests, the device cooked long grain rice until it was soft and uniform in texture, unlike other models that left rice undercooked or soggy.

The Best Electric Rice Cooker only requires you to select the type of rice being cooked (white/sushi, brown, sweet, mixed rice, or porridge) with a touch of a button on the easy-to-read LCD control panel. The included measuring cup and cooking basin with water level marks provide an exact guide for combining the correct amount of liquid and uncooked rice for optimal results.

“Many of the other models we tested had problems with the rice sticking to the sides or bottom of the cooking basin,” stated Tara-Ann Dugan, Supervisor of Product Research “but this unit has a removable nonstick cooking vessel that ensures easy removal of rice and simplifies cleaning.”

The Best Electric Rice Cooker has an automatic warming function that sustains the ideal serving temperature for up to 12 hours, and the unit can cook cheesecakes and sponge cakes. It is available from Hammacher Schlemmer for $159.95. For more information, please visit www.hammacher.com or call 1-800-543-3366.

About Hammacher Schlemmer
Hammacher Schlemmer is America’s longest running catalog, offering the Best, the Only, and the Unexpected since 1848. The company provides unique products that solve problems or represent the only one of their kind, and backs its products by a rather famous Lifetime Guarantee of Complete Satisfaction. Hammacher Schlemmer’s innovative offerings are available through its catalog, online at www.hammacher.com, and at its landmark store on East 57th Street in New York City.