MasterChef Australia: Back To Win just served up its biggest off-screen success story of the season. Laura Sharrad’s sticky date pudding and butterscotch sauce ice cream, created during a Curtis Stone immunity challenge, is now on shelves nationwide at Coles.
The $8 limited-edition tub marks the third time the show has turned a contestant’s recipe into a commercial product, but it’s one of the clearest breakouts yet. The ice cream hit stores the day after the episode aired, skipping the slow-burn rollout in favour of instant gratification for fans.
It’s a tightly engineered win across the board. For 10 & Paramount, it’s a strategic flex in brand integration. For Coles, it’s another run at premium seasonal exclusives. And for Sharrad, it’s proof that talent from MasterChef can move fast beyond the screen.
The partnership between the series and the supermarket has been part of the format’s DNA for years, but this latest rollout leans hard into event-style marketing. No soft launch. No drawn-out campaign. Just a clear-cut “you watched it, now buy it” model.
With MasterChef still drawing strong weeknight numbers for Network 10, the cross-platform promotion is more than just a nice-to-have. It fuels the network’s advertiser value, reinforces Coles’ foodie credentials, and opens real doors for contestants.
Whether the ice cream sees a restock or goes down as a one-off hit remains to be seen, but the execution was clean and immediate. Viewers got a competition winner. Coles got a ready-made audience. And Laura Sharrad walked away with a shelf-ready trophy.
MasterChef Australia: Back To Win continues Sunday at 7:00 PM and Monday to Wednesday at 7:30 PM on 10 and 10 Play.
