Banijay Brands cooks up MasterChef condiments with Baxters

Published on: 29th July 2021

Banijay Brands has cooked up a tasty new partnership with the food manufacturer, Baxters to develop a range of branded marinades, dressings, and table sauces for the popular cooking IP, MasterChef.

The new deal – covering the UK and Eire, the Nordics, Benelux, Germany, Czech Republic, and the Middle East – will see the MasterChef food products land at retail later this year. It will also partner with previous MasterChef UK champions Ping Coombes, Thomas Frake, and Saliha Mahmood Ahmed to feature the winning chefs on the packaging.

Each of the champions will vouch for their ‘Champions Choice’ of products, and create bespoke recipes and tips on how to best use these.

Grown over 150 years and four generations, Baxters sits on shelves around the world. The collaboration with Banijay Brands has produced an exciting array of products that stay true to the ethos of MasterChef, giving home cooks the ingredients to transform their dishes from ordinary to extraordinary.

Alice Bernardi, director of international brand licensing at Banijay Brands, said: “With food being such an integral element of MasterChef, it was extremely important for us to find the right partner; with the experience, retail presence, and most of all, passion, for the brand.

“We’ve found all of these elements in Baxters Food Group, and we are confident that together we will bring a product range to consumers that will surprise and delight everyone.”

Matthew Bowler-Jones, European sales director at Baxters Food Group, added: “We are delighted to be partnering with Banijay Brands to launch this innovative new range of condiments. Combining both companies’ passion and strength in food and flavour is sure to be a recipe for success.”

Created by Franc Roddam, MasterChef is the world’s most successful cookery television format with 63 local adaptations, broadcast in over 200 countries and watched by more than 300 million people globally. MasterChef has a digital footprint of more than 34 million fans totalling in excess of 4 billion views across YouTube, Instagram, Twitter and Facebook.

The MasterChef brand extends into huge range of commercial activities across consumer products, experiential, publishing, and digital.


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