‘MasterChef,’ Superlative Foods Cook Up Food Products

Endemol Shine Group has partnered with Singapore-based food manufacturer Superlative Foods, marking the first food product deal for “MasterChef” in Asia.

The agreement will see Superlative Foods bring organic certified and minimally processed foods to consumers. Superlative’s line of “MasterChef”-branded products will include nuts, seeds, whole grains, spices and baking essentials. Aimed at online and premium food stores distribution, products will launch toward the end of the year across Singapore and Hong Kong.

“‘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,’” says Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “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.”

The Superlative Foods deal continues “MasterChef’s” slew of recent deals. Endemol Shine recently inked wine and live-event deals for the IP.