Licensees Focus


22 Jul - 2019

Global content creator, producer and distributor Endemol Shine Group announced a deal with Singapore based food manufacturer Superlative Foods for worldwide smash hit MasterChef

The partnership marks the first food product deal for MasterChef in Asia.

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

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 plan to introduce MasterChef themes to the range such as the iconic Mystery Box and the MasterChef pantry.

Jane Smith, Group Director, Brand Licensing & 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 Pte Ltd. 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 MasterChef range to fans of the show and beyond.

MasterChef is 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 globally.   The MasterChef brand extends into huge 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 destinationMasterChef: 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. In addition, the first-ever live tour, MasterChef Junior Live!, will debut in the U.S. this autumn.

MasterChef was created by Franc Roddam. The MasterChef format and finished programmes are represented internationally by Endemol Shine Group.

Subscribe to our newsletter

Read our last issue