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MasterChef range unveiled

A new collection of MasterChef products has been unveiled at Ambiente [Frankfurt February 7-11, Hall 6.1, C02]. The new products are the first in a range that will include ceramics, tableware, textiles, cookware, knives, utensils, small domestic appliances and more.

The MasterChef range is the result of a partnership between Endemol Shine Group (the global content creator, producer and distributor) and European housewares company Arovo.

Arovo has been a leading international designer and supplier in the housewares market for over 25 years. The company has grown from supplying dinnerware to kitchenware, tabletop and decorative home accessories, along with fashion and beauty and multimedia products, and trades in over 25 countries.

Jane Smith, group director, Brand Licensing & Gaming, Endemol Shine Group, said: “I am thrilled that together with Arovo, we will continue to build on MasterChef’s integrity with a beautiful range of products, at attractive prices. This partnership allows us to reach more of our global MasterChef consumers through both traditional retail and online channels. They will be offered a whole new MasterChef experience in their homes with a product range that is outstanding in design and quality, and is true to our MasterChef brand values of creativity and excellence.”

Nathalie Vandeghinste, ceo of Arovo reported: “When we learned the combined kitchen and tabletop licence would become available for MasterChef we did not hesitate. There are very few brands that can easily cross all of the various product lines of these categories. On top of that the brand has very positive brand recognition in over 60 countries.”

She added: “Working with the team at Endemol Shine has been extremely productive and at Arovo we are confident this is the beginning of a long and fruitful partnership.”

Top: New MasterChef kitchenwares from Arovo.

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