TV show recipe for success: Woolies
The cooking show with a commercial twist could potentially also bolster the standing of the supermarket's "Select" private label line, especially in terms of authenticity and branding, as all winning recipes from the TV show are sold under the Select livery.
Despite less than impressive ratings - Recipe to Riches has failed to cement a spot in the top 20 since it began six weeks ago - the show that takes home-made recipes and turns them into supermarket brands has been a winner for Woolworths in terms of getting lapsed shoppers through its doors and trying new foods.
Lizzy Ryley, general manager for customer loyalty at Woolworths and a judge on the TV show, told BusinessDay that data collected since the program began revealed the association with Recipe to Riches had successfully tempted back shoppers who had been missing from its supermarkets for a number of weeks.
Ms Ryley, who joined Woolworths in 2006 and last year drove the relaunch under its "Australia's fresh food people" campaign, said there had been strong interest from viewers in buying each week's recipe winner.
"Even from the very first week we were selling very well. Approximately half of the people buying the product are buying from week to week," she said.
Each week for 12 weeks an everyday Australian's much-loved home recipe will be chosen by the TV judges to be stocked across all of Woolworths' 900 supermarket chains as well as online. The best-selling product at the end of the series will score a long-term commercial deal with Woolworths.
The frozen food category has dominated the initial recipe contests (although other categories will follow) and Ms Ryley said there had been a significant uplift in general frozen food sales as each week a new Recipe to Riches product was placed in the freezer section.
"In frozen food, some [Recipe to Riches] products are selling five times more than the best-selling product in that category.
"There is a 'halo' effect as well that's happening around the brand leader in that category. I've had some more anecdotal feedback that some of our branded producers that have the highest selling product [in the category] have in fact seen a [sales] increase in their product as well.
"It does get people trialling from a category that they might not normally shop in, which is a good thing for us," she said.
Frequently Asked Questions about this Article…
Woolworths is backing the prime-time cooking show Recipe to Riches by selling winning home recipes under its Select private‑label brand in its stores and online. For investors, this matters because the tie‑in has driven higher store traffic, lifted frozen food sales and strengthened customer loyalty—showing how marketing partnerships can boost retail performance.
According to Woolworths, the frozen food category has dominated the initial contests and seen a significant uplift: some Recipe to Riches products are selling up to five times more than the previous best‑selling items in that category. That spike demonstrates strong short‑term sales momentum tied to the TV exposure.
Yes. All winning recipes from the show are sold under Woolworths’ Select label, which could bolster perceptions of authenticity and branding for the private label. Woolworths says the association helps Select gain visibility and shopper interest.
Woolworths’ customer loyalty general manager, Lizzy Ryley, said data collected since the program began shows the association has successfully tempted back shoppers who hadn’t visited for weeks. She also noted regular repeat purchases, indicating strengthened loyalty among viewers who buy the weekly winners.
Each week for 12 weeks, a winning home recipe is stocked across all of Woolworths’ 900 supermarket chains and made available online. The best‑selling product at the series’ end will win a long‑term commercial deal with Woolworths.
Woolworths reports a ‘halo’ effect around category leaders: as Recipe to Riches items drive shoppers into a category, some branded producers with top products in that category have also seen sales increases. In short, the show has encouraged trial across categories, benefiting both private‑label and branded items.
Even though Recipe to Riches hasn’t cracked the TV top 20 since it began, Woolworths says the partnership is successful commercially—bringing lapsed shoppers back, encouraging trial and boosting sales in targeted categories—showing that modest TV ratings don’t necessarily limit retail impact.
The series offers a clear commercial pathway: weekly winners are stocked across Woolworths’ 900 stores and online, and the best‑selling product at the end of the 12‑week series will earn a long‑term commercial deal with Woolworths, giving successful entrants sustained retail distribution.
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