Licensed food specialist All About Food is launching a range of MasterChef ingredients.
Five products roll into Tesco next week, and All About Food plans to expand the line-up to 20 in a range of retailers by the end of this year.
The initial line-up will be: Spanish Hojiblanca extra virgin olive oil (rsp: £4.99/500ml) Cotswold rapeseed oil (rsp: £4.49/500ml) chilli-infused olive oil (rsp: £3.99/250ml) beef, chicken & onion gravy (rsp: £2.99) and beef & chicken stock (rsp: £3.29).
All About Food said MasterChef was designed to be a mass-market range to help food lovers of all skill levels become more confident cooks. “Consumers are looking for inspiration in the kitchen,” said All About Food MD Phil Lynas.
The range is to be promoted with PR and social media activity, and through a dedicated website All About Food hopes to build into a community where users can swap recipe ideas.
Licensed MasterChef cookware is sold in the UK, but this is the first time the TV show brand - produced in more than 40 countries worldwide and entering its 10th year in the UK - has been extended into the British grocery market.
All About Food, which produces licensed food ranges under brands including Pizza Express and Wagamama, has worked with MasterChef rights management agency Shine 360 to develop the range over the past 18 months.
“All About Food has a track record in bringing trusted, much-loved brands to life,” said Shine 360 CEO Ben Liebmann.