"I wouldn't marry your rhubarb, strawberry and ginger crumble, but I'd love to take it away for a dirty weekend."
Not my words, but the words of MasterChef UK's hairless grocer Greg Wallace, and now thanks to retail marketing company TCC, fans can bring a bit of the show into their own kitchens.
TCC has signed an exclusive four year deal with MasterChef to launch a range of MasterChef-branded products.
The MasterChef line spans bakeware, cookware, cutlery, knives and kitchen utensils, which retailers can use to reward shoppers when running in-store loyalty marketing campaigns.
Shoppers will be able to collect the MasterChef range by redeeming bonus points awarded for spending in-store at participating retailers.
As part of the agreement, TCC also has access to MasterChef TV footage and imagery for promotional use in all related campaigns.
“We are delighted to welcome MasterChef to our top table of licensed consumer and entertainment partner brands," said Richard Beattie, TCC’s chief executive officer.
"As one of the world’s biggest TV brands, MasterChef plays a leading role in inspiring food lovers to cook at home.
“The MasterChef Cookware Collection we’ve developed has been designed to help them cook with confidence and ease and we believe that shoppers will go out of their way to collect them. We therefore look forward to working with our retail partners across the globe to create and deliver high impact MasterChef marketing campaigns that support their strategic priorities and grow sales.”
Branco Scherer, managing director International Commercial Partnerships Endemol Shine Group, added: “TCC is a world leader in their field and this new partnership is designed to create a fulfilling shopping experience built around the strength and authenticity of the MasterChef values.
"It’s the logical next step in bringing MasterChef to a wider audience, engaging new customers, whilst also rewarding existing ones.”
Or as Greg might put it: "It's like a lemon has just picked you up by the ears and given you a big snog."