Three new publishing deals for ‘eatertainment’ brand Chefclub

Chefclub, the eatertainment brand, has announced three new publishing deals inspired by its internationally broadcast video content: in France, Chefclub has launched its new Super Veggies illustrated kids’ cookbook; in Germany, Panini Verlags GmbH is launching a one-off, standalone Chefclub Kids magazine; and in Italy, Vallardi Editore is publishing a family cookbook.

Super Veggies is Chefclub’s brand-new cookbook concept designed to help young chefs discover and love vegetables by casting them as superheroes. Much easier to digest than a nutrition lecture, the 25-recipe book illustrates seasonal vegetables in action with their secret weapons: vitamins to become invisible to viruses, calcium for indestructible teeth, and so on.

Marie-Laure Marchand, SVP Global Consumer Products & Business Development, Chefclub, says: “Being a content-driven company, publishing represents one of our core pillars for building a long-lasting brand. We have internally developed more than 25 titles for a family and kids audience, and have sold over 700,000 units so far. We are very happy to partner with renowned partners such as Panini and Vallardi and look forward to encountering the same success in Germany and Italy.”

In Germany, leading publisher Panini is launching a one-off Chefclub Kids magazine as a special edition of the well-established lifestyle magazine LandKind. An initial run of 55,000 copies was launched in kiosks starting this spring. In the 60-page magazine, the Chefclub Friends entertain young cooks with lots of fun activities and games that allow them to discover ten Chefclub Kids’ recipes. With 100 million monthly views, Chefclub is an extremely strong brand in Germany, where it won the 2021 Digital Licensing International Award for Best Digital Brand.

Finally, this September Italian publisher Vallardi Editore will launch Cucina da Leccarsi i Baffi (“Mouthwatering Cuisine”), a richly illustrated book featuring 100 recipes, including appetisers, main courses and desserts, all based on the popular video-recipes conceived, produced and distributed by Chefclub on social media.

Marcella Meciani, Editorial Director of Vallardi Editore, says: “​We are very happy to collaborate with Chefclub, a dynamic, original and innovative company, to bring cooking enjoyment to every Italian family. The book will feature Chefclub’s most popular video recipes which are ideal for kids, parents and grandparents to cook together.”

The publishing agreements follow a number of strategic moves by Chefclub into streaming, FAST and linear platforms. In April, the brand partnered with Pluto TV in the US, Latin America, Spain and the UK to stream 100 hours of eatertainment content in both English and Spanish; in December 2021 it launched a standalone FAST channel in France and Switzerland with Samsung TV, and a first animated series starring the popular Chefclub Kids animated mascots is in development.

Since its launch in 2016 Chefclub has become the No.1 cooking brand in the world on social media, winning three Licensing International Awards for Best Digital Brand in France (2021, 2019) and Germany (2021).

Chefclub announces ‘Chefclub Friends’ animation series

Chefclub, the world’s leading ‘eatertainment’ digital brand, has announced its expansion into the world of animation with Chefclub Friends (52 x 11, TBC), an edutainment series for 5 to 7 year olds starring the animated mascots from Chefclub’s dedicated kids’ network, Chefclub Kids.

Chefclub Friends is an action-comedy edutainment series that sets out to build on Chefclub’s guiding principle – having fun in the kitchen – and follows intrepid kitchen enthusiasts Maurice, Lola, Carlton, Colette, Elvis, and the Kikitos as they set out to discover the world.

Chefclub is currently the number-one cooking brand in the world on social media. Since launching in 2016 it has amassed 100 million followers and 2.5 billion global views a month; five themed channels (Original, Kids, Light & Fun, Daily and Cocktails); licensing agents in the UK, Germany, Spain, Portugal, Italy, China, and Benelux; a D2C and D2R consumer product business; a publishing division with 700,000 books sold to date; and two Licensing International Awards for Best Digital Brand in France (2019) and Germany (2021).

Marie-Laure Marchand, SVP Global Consumer Products & Business Development, Chefclub, commented: “The Chefclub Kids’ channel was created to inspire children to cook, become independent and enjoy themselves with their family in the kitchen. Now, with Chefclub Friends, our young viewers can take their culinary adventures all over the world, following their favourite characters to discover new recipes and cultures. An animated series is a natural brand extension for us given the fantastic enthusiasm we see from little chefs every day, as they learn that cooking is one of the healthiest, most sociable and fun ways to play!”

The series is currently being developed by Chefclub’s Paris-based team, in consultancy with Development Executive Maia Tubiana and industry veteran Marie-Laure Marchand. Marchand will present the bible, synopses and script at Kidscreen and Mip TV.

For more info see www.chefclub.tv

Digital food brand Chefclub signs Fashion UK for family apparel range across Europe

 

 

Digital food brand Chefclub signs Fashion UK for family apparel range across Europe

The digital food brand developed to inspire audiences into the kitchen, Chefclub, has joined forces with Fashion UK, the leading European textiles and accessories licensee, to launch an officially licensed Chefclub apparel collection for the family.

The new range will launch in spring/summer next year with a cross-generational appeal that promises to be ‘fun, fashionable, and of course gourmet.’ The collection will be initially available to all major European retailers across France, Germany, and the UK.

Established in Paris in 2016, Chefclub is a digital kitchen brand that has seen rapid growth across Europe, the US, Latin America, and China thanks to its regular output of video content across social media platforms. The brand’s mission is to ‘transform the kitchen into a space for sharing and having fun.’

To date, Chefclub content has tallied up more than two billion organic views each month, with 100 million followers worldwide.

Its new partnership with Fashion UK follows the recent deal with Groupe SEB for the production of a range of Chefclub by Tefal cookware. The company joins to strengthen the growing roster of Chefclub licensees as well as its international presence in the licensing arena.

LEGO, Hasbro and Microsoft Xbox among second wave speakers at Brand & Licensing Innovation Summit

The LEGO Group, Hasbro, and Microsoft Xbox have been unveiled among the second wave of speakers to take to the stage at this year’s Brand & Licensing Innovation Summit.

They will be joined by the likes of Revlon, Elizabeth Arden, Studiocanal, Chefclub, and Perry Ellis as well as the already announced BBC Studios and Asda for the three-day digital licensing event taking place from June 9th to 11th this year.

The LEGO Group’s Stephanie Freeman, global licensing manager – outbound, and Mark Bezodis, licensing managing director, Perry Ellis International will contribute to an opening day panel session called Brainstorming the future of licensing in retail and vice versa, alongside Penguin Random House and Licensing International MD, Graham Saltmarsh.

Day one of the event will focus on Trends and Retail and the five experienced panellists will cover questions being asked at retail right now, including:

  • Whether and how to pivot online
  • How stocking and selling licensed product could change in the future
  • The benefit of adapting to in-store experiential offerings
  • How to reinvigorate returning customers to bricks and mortar stores
  • The impact digital strategies are having on IP

Bezodis commented: “BL&IS is an important event for the licensing industry because, for many, it’s an opportunity to pause and listen to the pioneers of the industry and the only event which seems to have its finger on the pulse of all things licensing and retail.”

LEGO’s Freeman, added: “I am honoured to join a panel at B&LIS and provide my insights and experiences over my time in licensing and also during the last year. Touchpoints for people within the industry are essential during these times, to ensure we all keep connected and feel a sense of being part of a larger team, and I am looking forward to learning from fellow panellists and it will be great to engage with people I wouldn’t necessarily cross paths with.”

The second day of BL&IS will focus on sustainability and CSR with content curated by Products of Change and speakers from Hasbro, George at Asda, Lyfcycle, DNA Brands and Brands In Limited will address the damaging effects of the fashion industry on the planet, and how the industry is transitioning to a sustainable future.

John Friend, head of Halo and Xbox Consumer Products at Microsoft will join a day three panel alongside Difuzed head of gaming and esports Dan Amos and Scott Macrae, Asda’s new business and partnerships manager.

The summit’s third day takes a deep dive into content and digital transformation, and John Friend’s panel is called Next Level: Why Gaming and Esports is Dominating the Entertainment Leaderboard. He and his fellow panellists will help delegates to understand:

  • The types of games on the market and their relative franchise strength/accessibility to consumer products markets
  • The role of community and evangelism in gaming consumer products
  • Navigating rapid speed of consumption to capitalise on opportunity and maximise longevity
  • Tapping into the potential of streaming

BL&IS is a three-day virtual event that has been designed to help middle-management, business leaders and owners to navigate the changing retail, content and consumer landscape.

Online registration for the Brand & Licensing Innovation Summits is now open at www.brandlicensinginnovationsummit.com.

Early bird discounts of 30 per cent are available until 16 April. A three-day delegate pass at the early bird rate will cost just £175 (£158 for Licensing International members). Qualified retailers are invited to register for free.

Chefclub secures €14 million in latest financial round and new Tefal partnership for kitchenware

It’s a double-yolker for the Parisian food brand, Chefclub as the firm secures a new financing round of 14 million Euros and the creation of a new cookware line in partnership with the kitchen ware experts, Tefal.

It’s First Bridge Ventures chairman, Adrian Cheng, who leads the round the accelerate Chefclub’s international growth, along with SEB Alliance, Group SEB’s corporate venture arm, as well as existing investors Fleur Pellerin’s Korelya Capital and Groupe Arnault’s Aglae Ventures to bring in the 14 million Euro funding round.

Launched in Paris in 2016 by three brothers, Thomas, Jonathan, and Axel Lang, Chefclub has been able to leverage the power of social media to continually grow, strengthen its brand, and create a large audience while also transforming its video viewers into customers. 

Its recipe videos and fun universe are designed to encourage everyone to cook: women, men, teenagers, and children. 

Convinced that the future of business lies in experiential content and direct contact with communities, the startup has already sold 700,000 self-published books since 2017, and in 2019 launched a series of innovative products for children that has equipped more than 150,000 families. 

The free distribution of content has helped Chefclub form a committed community that the startup can directly involve in the development of its products. All Chefclub products are created based on the requests, tastes, and opinions shared by the community throughout the product development process.

Meanwhile, as viewers’ attention shifts from television to social networks, Chefclub continues to promote its universe and products through online videos of inspiring and fun recipes seen all around the world. In December 2020 alone, 50 million Americans and more than 15 million French people watched one or more Chefclub recipes. 

In addition to direct sales, the brand is developing its retail presence to allow members of its community to find Chefclub products in their favorite stores. In return, retailers carrying Chefclub products will benefit from the extensive coverage on social media platforms, allowing them to draw in customers who prefer not to order online.

Topping off the good news for Chefclub this week, and the cooking brand has also detailed a new partnership with Groupe SEB for the launch of a range of products under the brand name Chefclub by Tefal.

The new collection will include skillets, saucepans, kitchen tools, and small domestic appliances. Created in collaboration with the Chefclub community, the range combines Chefclub’s expertise in the development of creative recipes with Tefal’s sustainable design.

The new range will be launched in France and across international markets including Germany, Brazil, Italy, South Korea, Canada, Spain, the UK, and Mexico.

The new brand Chefclub by Tefal benefits from unprecedented visibility on social networks and will broaden Groupe SEB’s reach, particularly with Millennials, who are discovering or rediscovering the joys of cooking thanks to the start-up’s content.

By joining forces with Groupe SEB, world reference for small domestic appliances, Chefclub has access to recognized industrial expertise, the renown of the Tefal brand and a broader retail network which will enable its community to discover its products via the Group’s retail channels.

Chefclub teams with Upyaa! to launch kids culinary toys and play-sets

The digital culinary brand, Chefclub has partnered with Upyaa! to launch a new range of toys and games throughout Europe, enabling kids to engage with a collection of creative play-sets and undertake their own journey to becoming little chefs.

The new sets will encourage kids to create their own ice cream, popsicles, and chocolate bars while each pack includes a booklet with three recipes, designed to help little ones be creative and become autonomous in the kitchen.

The Chefclub Kids culinary collection will be developed around the themes of chocolate, ice cream, and smoothies and will be composed of six products: Best Friends Chocolate Bar Set, Funny Face Chocolate Bar Set, Chocolatier Kit, Ice Cream Set, Popsicle, and Surprise Ice Cream Bar.

The first products will be sold in France in Spring/Summer 2021 and will be released in other European countries thereafter.

Chefclub is recognised as the world’s leading broadcaster of culinary videos on social media, with more than a billion views worldwide and more than 600 million monthly views in Europe. Chefclub’s easy, inspiring, and innovative recipes have already gained over 95 million followers worldwide and 20 million people in Europe.

Meanwhile, Chefclub Kids has more than 20 million monthly views in Europe and has an active and growing community. 

Marie-Laure Marchand, SVP, global consumer products and business development at Chefclub, said: “Since its launch at the end of 2019, our digital channel, Chefclub Kids, has been increasingly successful with families with children. It seemed natural for us to partner with Upyaa! a specialist in culinary and educational games to complete our product offering for the youngest and to make our debut into the games/toys categories.”

Stéphane Borgeais, co-founder of Upyaa! added: “Chefclub Kids is a very important license for us and we are happy to start this partnership with such a dynamic franchise. With Chefclub Kids, we are motivated and will offer six products based on the themes of chocolate and ice cream. Our objective is to add 50 per cent of new products per year over the next two years.

“To date, the collection has already received excellent response and we will be available, from this spring, in all the specialty shops and websites.”

Chefclub partners with Tefal to launch limited edition Roi de la Raclette

The leading French digital cooking brand, Chefclub has struck up a partnership with the kitchen brand, Tefal to launch the limited edition Roi de la Raclette, or to give it its English title, the Raclette King.

With the on-set of the winter months, those dark mornings and evenings usher in a whole new reason to get out of bed, the raclette season is now upon us, a time of year when food needs to be covered with thick, melted cheese, just to make the rest of the day seem worthwhile.

Now, through a union of culinary expertise, Chefclub and Tefal have joined forces to tap directly into the raclette market with the launch of Roi de la Raclette, a limited edition raclette and grill machine, along with a card game designed to liven up the evening and crown the Raclette King, to Chefclub’s digital audience.

Renowned for its videos of innovative recipes that continue to tantalize the tastebuds of some 90 millions food fans each month, Chefclub is helping its follows to rediscover the warmth of this ‘indulgent season’.

“Winter is approaching, families are together every night, and the world’s sporadic lockdowns continue,” read a statement from Chefclub. “So what could be more convivial than raclette? Well, raclette with a card game. Rediscover this warm and indulgent season, because fun with Le Roi de la Raclette is going to be so Gouda.”

Chefclub to serve up first children’s TV series in France as lockdown fuels new cooking craze

The popular cooking brand, Chefclub, has signed an exclusive agreement with the French pay-TV channel, TeleToon+ for the first children’s television series Chefclub Kids, We Have Fun in the Kitchen. The new series will begin broadcasting this month, making its debut on October 12th, during the Week of Taste.

The full series will be available on the SVOD platform myCANAL.

Chefclub is recognised as a world leading producer of culinary videos on social networks, with more than a billion views per month worldwide, including more than 200 million in France. It aims to engage viewers with fun and easy recipes that has already inspired a community of more than 90 million followers across the globe, including 8.6 million in France.

Chefclub Kids, We Have Fun in the Kitchen, aims to serve up recipes in a series that offers a ‘cooking spectacle’ to motivate children to take their turn in the kitchen. Through it, children discover a variety of healthy recipes that have been created especially for them.

Chefclub has previously outlined its mission to ‘transform the kitchen into a game.’ Guided by the Chefclub brigade, children will be immersed into a universe designed to help them discover healthy eating habits and cooking autonomously.

These 21 5-minute episodes are also available for international distribution, giving Chefclub programs a new and even more extensive network of broadcasting.

Marie-Laure Marchand, SVP, global consumer products and business development at Chefclub, said: “We are very pleased to collaborate with the Canal+ group and its children’s channel TéléToon+ in France. Following the craze for cooking during lockdown, Chefclub’s cooking videos have known an unprecedented success, particularly the children’s vertical, Chefclub Kids. It seemed natural to us to offer a format adapted for television that will allow us to promote our brand on all media.”

Chefclub teams with DoohYouLike to create the Culinary Advertising Agency in France

Foodie brand, Chefclub has teamed up with DoohYouLike to offer customers a new omnichannel experience that mixes videos of creative recipes with synchronised multi-broadcasting on social media as well as on screen in store. The partnership is to roll out across France under the name the Culinary Advertising Agency.

This new joint venture combines the talent of the Chefclub unit and its expertise in culinary videos, and the might of DoohYouLike, a team that has a media presence in more than 550 grocery stores in France.

The new culinary advertising service offers food and beverage brands an ‘innovative, turnkey solution’ that includes the creation, production, and broadcast of cooking videos by Chefclub on social media featuring the advertiser’s product, as well as simultaneous broadcast in small-size grocery stores via DoohYouLike screens.

Chefclub is the world’s leading producer of cooking videos broadcasted on social media with over one billion views and 80 million followers worldwide. In France, Chefclub has a community of 8.6 million people and generates more than 200 million views per month.

Meanwhile, DoohYouLike offers a network of more than 550 DOOH screens displayed in more than 350 small size grocery stores located mostly in city centres in France.

This new offering comes at the right time to provide advertisers an authentic voice during the customer’s shopping journey, in line with consumers’ new lifestyles.

Marie-Laure Marchand, director of licensing and business development, Chefclub, said: “Conviviality, fun, and creativity are at the origin of Chefclub, it seemed natural for us to join forces with DoohYouLike to create an original and ad-hoc media proposal for brands looking for closeness and authenticity.

“We are excited about this partnership that will allow advertisers to explore new ways to reach out to consumers directly in-store and on social media.”

Fabrice Guez, co-founder, DoohYouLike, added: “We are very proud of this alliance because our respective media shares common values, to bring useful and entertaining content to everyday life, always in a complicit and authentic approach to cultivate a close relationship.

“The recipe video format takes on its full meaning in the world of grocery stores, allowing food brands to become part of consumers’ daily lives in a native and entertaining way.

“The synergy of our universes provides an all-inclusive strategic lever, designed for both the branding and the performance of food brands, because in addition to the highly qualitative and viral dimension provided by the Chefclub expertise, the DoohYouLike solution allows brands to maximize sales and optimize in-store referencing. We are very excited to support the new habits of the French people, for whom cooking has become second nature.”