By Martin Vedris

SYDNEY, NSW: It was a reality TV sensation and a ratings hit with a peak audience of 4.11 million and now Tefal is joining in on the success as the official MasterChef cookware licensee in Australia and New Zealand when the show returns to TV.

Groupe SEB Australia, owners of the Tefal small appliance and homewares brand and FremantleMedia Enterprises (FME), the commercial and brand extension arm of FremantleMedia which produces MasterChef, announced the partnership today.

"I am looking forward to the association of two very successful brands that will inspire consumers to cook, create and enjoy food at home with their family and friends,” said Groupe SEB Australia managing director, Wivina Chaneliere.

“I believe that this is a unique co branding opportunity for Tefal and that this new wave in cooking, which Australia has just experienced in the last few months, will boost the cookware category for many years to come.”

This Tefal deal is the first in a series of co-branding agreements designed to develop the MasterChef brand into a lot more than a reality TV cooking show.

“The success of MasterChef has created an opportunity for FME to partner with market leaders in each of the categories we have explored for brand extension,” said FME VP Licensing, Australia, Ben Liebmann.

“Tefal is a perfect fit for the aspirational and inspirational values of MasterChef. We look forward to more FME announcements including the release of the Official MasterChef DVD, cookbook and the much anticipated MasterChef magazine, which complement this innovative cookware line.”

FremantleMedia, which incorporates Grundy Television, is part of the RTL Group, Europe’s largest television and radio broadcast company. Some of the company’s TV shows include the Idol singing shows, The X Factor, the Got Talent shows as well as Neighbours, The Bill, Family Feud, The Price is Right, Farmer Wants A Wife and Hole In The Wall.