US: Masterchef and Masterchef Junior move into food and beverage space with Seltzer Licensing Group

Endemol Shine North America has selected Seltzer Licensing Group as its exclusive food and beverage licensing agent for the Masterchef and Masterchef Junior TV series.

As part of the deal, Seltzer will rely on its expertise in the food and beverage market as well as CPG to expand the Masterchef franchise within the grocery aisles.

The series remains the number one cooking franchise in America and globally is the number one most watched cooking competition show. Masterchef Junior is currently in its sixth series, while Masterchef is in its ninth in the US.

The series continues to grow its licensing programme and has existing licensing partners in cookware, publishing, toy and experiential events.

“The Masterchef brand has clearly established its food credentials and now we will be extending this trusted brand to the food and beverage space,” said Stu Seltzer, president of the Seltzer Licensing Group.

“Our focus will be on key food and beverage categories such as cooking kits, baking mixes and spices. Other categories to be explored include subscription meal services, food tours and cooking classes.”

Tamaya Petteway, senior vice president, brand and licensing partnerships, Endemol Shine North America, added: “The time is now to really expand on the successes of Masterchef and Masterchef Junior.

“We are confident that Seltzer Licensing group is the right team to tackle the challenging food and beverage landscape, and we are excited for what’s in store.”

Seltzer concluded: “As fans of the show, we are excited to work with this strong, delicious brand. Our team includes a number of food experts and real foodies, so this will be an enjoyable initiative at our company.

“In addition, we know that America’s growing passion for cooking, mixed with the equity and values of the Masterchef brand, can deliver real value to licensees.”

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