Start Licensing to Rep ‘MasterChef’ Winner Jane DevonshireStart Licensing to Rep ‘MasterChef’ Winner Jane Devonshire

In a deal brokered by Anne Kibel from AK Artist Management, Start Licensing will be representing chef and author Jane Devonshire. 

"Jane's knowledge and enthusiasm for gluten-free cooking is undeniable,” says Kibel. “Now, as an established authority in the arena, it felt like the natural time to begin working with Start Licensing to help develop and bring the brand to life."

Start Licensing will be looking to develop a range of products featuring Devonshire with a heavy emphasis on food items, focusing on gluten-free products in particular.

Devonshire won the BBC “MasterChef” series in 2016 and has since gone on to establish herself as an expert in gluten-free cooking and recipes.

"We are delighted to be working with Jane,” says Ian Downes, founder, Start Licensing. “Her expertise and knowledge of the gluten-free category is well established, and she is very credible. I think there is great potential for a focused campaign with Jane as manufacturers and retailers embrace the gluten-free category. Having an association through licensing with Jane Devonshire will help differentiate a product offer and act as a springboard for NPD. My view is that licensing is shifting and there are more opportunities to succeed in specialist categories providing you are working with people who have a passion and authority. I look forward to building a successful licensing program with Jane."

Devonshire appears at a range of food-related events and is an opinion former in the category. In 2018, she published her cookbook Hassle Free Gluten Free to wide success. The recipe book, published by Absolute Press, part of Bloomsbury Publishing, included 100 gluten-free recipes. The book includes a chapter on baking, which is notoriously tricky for those on a gluten-free diet. Devonshire is currently working on her second book, due for publication later this year – Vegetarian Hassle Free Gluten Free.

“I'm delighted to be working with Start Licensing to help bring my gluten-free products to life,” says Devonshire. “My son is the inspiration for how I cook at home every day – gluten-free food that doesn't compromise on taste or flavor – and that the whole family can enjoy together. I really hope that those ingredients and dishes can be emulated in a wider retail market."