Hell’s Kitchen, Maud Borup Form Partnership to Develop Gourmet Food Gifts

Hell’s Kitchen and Maud Borup announced a strategic partnership to develop Hell’s Kitchen branded gourmet food gifts that will be marketed to specialty and mass retailers in the United States and Canada. 

The agreement fulfills a long-term strategy to brand Hell’s Kitchen across the candy, confections and food gift category. 

“It was important for us to team up with an established company that understands our brand and how to translate it into food gifts that appeal to consumers,” said Carol Lee, senior vice president-consumer brands for  ITV Studios Global Entertainment, which represents Hell’s Kitchen.

The three-year agreement, facilitated by Firefly Brand Management, was put in place to support the award-winning show, featuring Chef Gordon Ramsay, now in its 10th season. 

“When we met Maud Borup, it was clear they not only knew how to develop custom formulas and blends that reflect the essence of the Hell’s Kitchen brand, but also had long-standing, trusted relationships with major retailers,” added Cynthia Modders, president, Firefly Brand Management.

Under the agreement, Maud Borup will develop a portfolio of licensed products for Hell’s Kitchen, including hot sauces, spice rubs, baking kits, popcorn, gourmet chocolates and confections. 

“Our partnership with Hell’s Kitchen combines the strength of their brand with the strength of our knowledge and reputation in the food gift industry,” said Christine Lantinen, president, Maud Borup. 

Hell’s Kitchen branded food gifts will be available at major retailers in 2013.

Maud Borup is a wholesale chocolate company based in Minneapolis, specializing in gourmet food gifts. Chef Ramsay has become a star of the small screen both in the U.K. and internationally, with U.K. shows such as “Gordon’s Great Escapes” and “Gordon Ramsay: Shark Bait” as well as three FOX shows that air in more than 200 countries worldwide: “Kitchen Nightmares,” “Hell’s Kitchen,” “Masterchef” and “Hotel Hell.” He is also a published author of a number of books, many of which have become best-sellers around the world, most notably his autobiography, “Roasting in Hell’s Kitchen.”