Bravo Cooking Up 'Top Chef' Entrees

Deal with ConAgra integrates products into series

By Jon Lafayette -- Broadcasting & Cable, 9/12/2011 6:06:10 PM

Bravo has made a marketing deal with ConAgra Foods in which the main course is the creation of a new line of frozen Top Chef entrées.

The new line, called Healthy Choice Top Chef Inspired Café Steamers, will begin appearing in grocery stores later this month.

Marketing for ConAgra includes an original web series called Top Chef Healthy Showdown which will appear on BravoTV.com. The series premieres Sept. 14. There will also be integration in the upcoming season of Top Chef: Texas, with ConAgra products being part of an elimination challenge and the company providing prizes for the series and individual episodes. The companies expect that in the future, there will be more products inspired by Top Chef.

"This partnership builds upon the success of both the Top Chef franchise and the Healthy Choice brand and provides a unique opportunity to connect with consumers," Frances Berwick, President Bravo and Style Media, said in a statement.  "We're constantly developing ways to engage our fans and viewers beyond the television screen, and this collaboration will take Bravo to the next level while jointly elevating and strengthening both the Top Chef and Healthy Choice brands." 

The Healthy Choice Top Chef Inspired Café Steamers will bring consumers frozen entrées with flavorful ingredients such as roasted garlic, asparagus and grilled eggplant.

"Top Chef is known for inspiring consumers with great tasting meals. This line of Top Chef Inspired Café Steamers combines unique ingredients with our proprietary steaming technology into meals that aim to satisfy any palate," said Carlos Veraza, VP and general manager, Healthy Choice. "We work tirelessly to inspire consumers with a variety of great tasting, better-for-you frozen entrées. Healthy Choice is proud to partner with Bravo Media to bring consumers a wide variety of meals that capture the essence of Top Chef flavor, with the healthy attributes and great taste consumers expect from Healthy Choice."