Gruen panelist turned TEN executive general manager Russel Howcroft joins the second season, again produced by FremantleMedia. Joining him are returning judges Carolyn Creswell and Darren Robertson plus Jess Gill, Director of Customer Experience at Woolworths.
Interestingly this is an 8 part series, meaning TEN will need to double up on some episodes to complete the series in the final 6 weeks of the ratings year.
The budding food entrepreneurs will be guided and mentored by our three experts. Russel Howcroft, an acclaimed marketing expert, Executive General Manager of Network Ten and panellist on ABC TV’s The Gruen Transfer, Gruen Nation and Gruen Planet, will join last year’s returning experts, Carman’s Fine Foods owner Carolyn Creswell and talented chef Darren Robertson.
Russel, Carolyn and Darren will help the contestants battle it out to see if their product can reach the 19.5 million Australians who pass through Woolworths’ 890 stores every week.
Each episode features three different contestants competing in a particular category such as party food, dessert, BBQ, breakfast and baking.
Viewers will follow contestants as they “batch up” their dishes to see if their recipe can be produced on mass-market scale, create a brand for their product and devise strategies to launch it to the public.
The experts are then joined by Jess Gill, Director of Customer Experience at Woolworths Supermarkets, to choose the winner.
Together, they decide which product has the best chance of succeeding on supermarket shelves, based on the contestant’s performance during batch-up, marketing and the product launch, as well as Woolworths’ customer feedback.
Each week’s winner will then see their product on the shelves of Woolworths the day after the episode screens, with viewers across Australia literally able to taste the result of the contestant’s work the very next day.
Last year’s winner, Garth Midgely, wowed Australia with his innovative idea, bringing chocolate and popcorn together to create Chocorn. The tasty treat went on sale in April 2014 and Woolworth’s customers couldn’t wait to get their hands on it.