Recipe to Riches rolls out new line up, still down on last years launch

Sarah Homewood
By Sarah Homewood | 22 October 2014

The joint venture between Channel Ten and Woolworths, Recipe to Riches, was down 9.3% on last years premiere drawing in 561,000 overnight viewers according to OzTam - compared to 619,000 on the year before.

The structure of the Dragon's Den style recipe show was slightly different from last year, with more time spent in the commercial kitchen and branding stages rather than the audition stage.

Last night also marked former adman turned Ten executive general manager Russel Howcroft's first appearance on the show since taking over from David Nobay.

Nobay, with Droga5, left the show after the agency lost the Woolworths creative account to Leo Burnett.

Howcroft held no punches, throwing out ideas left right and centre. He also transformed one of the contestants into a 1950's Australian Betty Crocker in order to get her bake at home cookies over the line.

This season the judging panel was also joined by Jess Gill, director, customer experience for Woolworths.

Gill ran customer feedback groups of the final two products, Little Heros Muffins and Mrs Mills Easy Bake Cookies, with the results being taken heavily into consideration for which product would grace Woolworths shelves today.

For taking out last night's backing round, Mrs Mills Easy Bake Cookies will be on sale in Woolworths stores around the country for one week and Mills has secured her place in the final, and a crack at $100,000 and a Woolworths partnership.

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