New SBS Food logo

SBS has unveiled its new branding for SBS Food.

A three year deal between US based Scripps Network and SBS Food Network is ending.

From November 17 the channel will simply be known as SBS Food featuring a broader range of programming, with a focus on premium Australian content and less “reality food.”

SBS Director of TV & Online Content, Marshall Heald, said: “SBS Food provides us with an opportunity to build on SBS’s 30 year history in food, and through a refined content strategy, secure a more diverse mix of shows that will give audiences more of what they love to indulge in on the channel.

“SBS Food will feature more famous Australian and global food personalities including some of SBS’s much-loved favourites including Adam Liaw, Poh Ling Yeow, Shane Delia, Peter Kuruvita, Luke Nguyen and for the first time Maeve O’Meara, alongside Anthony Bourdain, Nigella Lawson, Rick Stein, Jamie Oliver and Kylie Kwong.

“We’re also excited to continue to discover and nurture home-grown talent and develop new programs following the success we’ve had introducing fresh new local faces to Australian audiences over the last 12 months.

“SBS Food is less reality food and more real food and will continue our commitment to broadcasting multicultural food-related content, introducing and educating audiences about different cultures, going to the core of SBS’s unique purpose,” he added.