Cashing in on the runaway success of the television show, FremantleMedia Enterprises (FME) is launching MasterChef Magazine.
The monthly magazine - spearheaded by editor-in-chief of Delicious and Vogue Entertaining + Travel, Trudi Jenkins - will launch in May 2010, the same month MasterChef Australia will premier its second season.
But the question is, will it be as successful as the show?
Jenkins and FME seem to think so.
"I'm excited to be working with FremantleMedia on the launch of MasterChef Magazine. We will have exclusive access to key personalities and elements of the television show. We will also feature national and international chefs as well as incorporating lifestyle and travel stories," Jenkins said.
FME representative Steven Murphy told All Eaten Up that success was guaranteed because they were evolving with society - not targeting a certain gender or age group, but rather people who love food, whether beginners or experts.
"We don't go by age group or experience," Murphy said. "We go for people who love food and the art of food. We will have a bit for everyone."
FME thinks it is imperative for the magazine brand to be its stand alone product for it to succeed, despite being part of the MasterChef brand, he said. The magazine will still have elements of the show such as the mystery box and celebrity chefs and advice however the magazine won't necessarily be inspired or influenced by a certain episode.
"It's not a coincidence that we have put the launch date of the magazine in the same month as the premier of the show," Murphy said. "We want people to associate the magazine with the show but we still want our readers to identify the magazine as its own brand.
"By launching the magazine on the same day as the show, we can capitalise on the popularity of the MasterChef brand," Murphy said.
To strengthen the MasterChef brand, FME will also launch the Tefal MasterChef cookware range in partnership with Groupe SEB, while Random house will release the Cookbook in December. The MasterChef Masterclass DVD is already on sale.
But the question still remains, will consumers like the new magazine?
If the 3.7 million viewers who tuned in to watch the MasterChef Australia finale are anything to go by, this new addition to the MasterChef brand could have a long profitable future.