MasterChef launches cookery mobile app

Culinary brand MasterChef has launched a mobile app to help cooking enthusiasts improve their culinary skills.

Created by Shine Group, MasterChef Academy is hosted by judges John Torode and Gregg Wallace. It also uses finalists from recent series of MasterChef and MasterChef: The Professionals as one-to-one tutors.

Chris Thorogood, director of operations at the group’s digital specialist Shine Vu, said the app is “a natural step” for MasterChef.

Jamie Munro, joint-MD at show producer Shine TV added, “From the outset the ambition was to create an app true to the show’s format and values, and which took these into the kitchen in a fun practical way. This wouldn’t have been possible without the digital and programming teams working hand in hand, and their collective efforts have created a seamless extension of the programme to a new platform.”

MasterChef Academy is the latest in a series of licensing lines launched for the brand, which to date have included publishing and live events. Next month the MasterChef Live event returns to Olympia (12-14 November).

This story first appeared on newmediaage.co.uk

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