Home / Entertainment / MasterChef cooks up first food product deal for Asian market with Superlative Foods

MasterChef cooks up first food product deal for Asian market with Superlative Foods

Global content powerhouse, Endemol Shine Group has secured a deal with the Singapore-based food manufacturer, Superlative Foods for its worldwide smash hit MasterChef.

The partnership marks the first food product deal forMasterChef in Asia.

Under the agreement, Superlative Foods – who focuses on bringing high-quality, organic certified and minimally processed foods to its customers – will deliver a range of MasterChef branded products including nuts, seeds, whole grains, spices and baking essentials to market.

Aimed at online and premium food stores distribution, the ranges are currently in development, with products launching towards the end of this year across Singapore and Hong Kong. Superlative Foods also plans to introduce MasterChef themes to the range, such as the iconic Mystery Box and the MasterChef pantry.

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, said: “MasterChef is loved by audiences globally and it is essential that our products and experiences maintain that connection with the TV show and deliver the high standard associated with MasterChef.

“In partnering with Superlative Foods, we are able to work with a team who have MasterChef’s shared expertise and passion to inspire food lovers everywhere.”

Angeline Lee, founder and partner of Superlative Foods, added: “Superlative Foods is dedicated to delivering premium, high-quality products to its customers. We are thrilled to partner with Endemol Shine Group to bring this fantastic MasterChefrange to fans of the show and beyond.”

MasterChef is recognised as one of the world’s most successful cookery television format, with 62 local adaptations, broadcast in over 200 countries and watched by more than 300 million people.

The MasterChef brand currently extends into a range of commercial activities across consumer products, experiential, publishing, and digital.

Recent successes for MasterChef beyond the TV screen include the launch of the first-ever MasterChef, the TV Experience restaurant at the Millennium Marina Place in Dubai Marina and the roll-out of ecommerce destination MasterChef: The Official Store by Amazon in the UK, France and Germany with more regions to follow.

The brand also continues to enjoy success with the award-winning MasterChef summer camps for kids in the U.S. and Spain, and an ongoing partnership with MSC Cruises with their MasterChef at Sea programme for adults alongside their new kids’ cooking competition MasterChef Juniors at Sea.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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