Snackmasters
Snackmasters is a BAFTA-nominated British cooking competition television series in which professional chefs compete to recreate iconic branded snacks and fast foods by deducing their secret recipes and manufacturing techniques without prior access to the originals.[1] Hosted by Fred Sirieix with co-host Jayde Adams, the show premiered on Channel 4 on 1 October 2019 and ran for three series comprising 10 episodes until 27 April 2021.[2] In each episode, two top chefs, often Michelin-starred, are challenged to produce replicas of products such as the KitKat chocolate bar, KFC fried chicken, Snickers, Quavers, and Monster Munch, which are then judged by factory workers and brand representatives for accuracy in taste, texture, and appearance.[3][4] The programme provides behind-the-scenes insights into snack production factories, highlighting the culinary science and industrial processes involved.[5] Produced by Optomen for Channel 4, Snackmasters received a 7.2/10 rating on IMDb based on 107 user reviews as of 2025.[6] The format has been adapted internationally, including versions in Belgium (premiered 2020 on VTM), Australia (Nine Network, two seasons 2021–2022, hosted by Scott Pickett and Poh Ling Yeow), New Zealand (TVNZ+, 2022 and 2024 seasons, hosted by Tom Sainsbury and Kim Crossman), and France (M6, premiered 2023).[7][8][9] These versions maintain the core competitive format while localising the snacks to reflect national tastes and brands.[10][11][12]Format and production
Format
Snackmasters features a competition format where two professional chefs are challenged to reverse-engineer and replicate a branded snack or fast food item using only publicly available ingredient lists, without access to the proprietary recipe or manufacturing details.[13] The core premise emphasizes culinary ingenuity, as the chefs must deduce secret techniques through observation and experimentation to achieve an authentic reproduction.[14] Each episode begins with factory tours conducted by presenter Jayde Adams, providing subtle clues about production methods, interspersed with host Fred Sirieix introducing the challenge to the competing chefs.[13] The chefs then return to their own high-end kitchens to iterate on their versions over a strict three-week timeframe, simulating industrial processes with available equipment while facing constraints like scaling recipes for mass-production fidelity and sourcing comparable ingredients.[14] This phase highlights trial-and-error approaches, such as developing custom molds or adjusting textures to match the original's sensory profile.[15] The recreations culminate in a blind presentation to a judging panel composed of factory workers, production managers, and brand experts from the snack's manufacturer.[3] Evaluation focuses on key criteria: taste accuracy, texture replication (e.g., crispness or meltability), visual appearance, and overall authenticity, including how closely the replica evokes the commercial product's eating experience.[14] Scores are tallied by the panel, determining the winner based on majority preference, with ties resolved through detailed comparisons of specific elements like ingredient balance or packaging simulation.[16]Hosts
Fred Sirieix, a French maître d'hôtel born in Limoges in 1972, brings over three decades of hospitality experience to Snackmasters, having trained initially as a chef before transitioning to front-of-house roles and relocating to the UK, where he served as general manager of the Michelin-starred Galvin at Windows at the London Hilton on Park Lane.[17][18][19] Best known for his role as the suave maître d' on Channel 4's First Dates, Sirieix oversees the culinary challenges in Snackmasters, setting tasks for top chefs to reverse-engineer iconic British snacks like the Kit Kat or Pickled Onion Monster Munch, while providing expert commentary on techniques and emphasizing the precision required.[13] He participates in judging sessions alongside factory workers and bosses during taste tests at production sites, highlighting the chefs' technical prowess and the high stakes of matching industrial standards.[13] Jayde Adams, a Bristol-born comedian from a working-class background who studied drama, theatre, and media at the University of Glamorgan in Wales after moving there at age 18, infuses Snackmasters with humor drawn from her stand-up career and early jobs as a supermarket fishmonger and nightclub bouncer.[20][21][22] As co-host, Adams adds levity by interacting with competing chefs, representing everyday consumer viewpoints during challenges, and conducting behind-the-scenes factory tours to uncover manufacturing processes and the science behind mass production.[13] Her investigative style complements the competition, as she compares chefs' recreations to authentic factory outputs, often injecting witty observations to keep the tone engaging.[13] The hosting duo's contrasting styles—Sirieix's elegant, authoritative presence rooted in fine dining expertise and Adams's comedic, relatable energy—create a dynamic that boosts viewer engagement by balancing sophistication with accessibility.[13] This interplay shines in shared segments like factory tours, where Adams's humor lightens the technical revelations, and taste tests, where Sirieix's discerning judgment pairs with her consumer-focused reactions to evaluate the chefs' efforts.[13] While guest appearances by celebrities or experts linked to the hosts' networks occur rarely, they occasionally enhance episodes through cameos tied to Sirieix's culinary connections or Adams's entertainment circle.[13]Production
Optomen Television, an independent production company under All3Media, developed and produced Snackmasters for [Channel 4](/page/Channel 4).[23][24] The series was created by Eliana Capitani, Optomen's Director of Development and Executive Producer, who oversaw the format's conceptualization focusing on chefs recreating iconic snacks.[6][25] Channel 4 commissioned the programme, with the first series announced on 20 August 2019 as a new entertainment format.[13] The show drew on the appeal of food competition series but centered on reverse-engineering branded products, leading to its quick recommissioning for a second series in January 2020.[26] Filming took place across snack factories to showcase manufacturing processes and professional kitchens where competing chefs developed their replicas, allowing for direct comparisons between industrial production and artisanal attempts.[14] Production logistics involved coordinating access to brand facilities, though specific timelines per episode were not publicly detailed. The UK series ran for three seasons totaling 10 episodes, premiering on 1 October 2019 and concluding on 27 April 2021.[2] The first series aired four episodes in late 2019, the second four episodes from December 2020, and the third two episodes in April 2021; the shortened final run and delays in subsequent seasons were influenced by COVID-19 restrictions impacting television filming schedules.[27][28]Broadcast and episodes
Series overview
Snackmasters is a British competitive cooking series that premiered on Channel 4 on 1 October 2019, challenging top chefs to reverse-engineer and replicate iconic snacks and fast food products within tight deadlines. Produced by Optomen, the programme aired three series totaling 10 episodes, blending elements of culinary innovation with behind-the-scenes insights into food manufacturing. Its format, hosted by Fred Sirieix, positioned it as engaging peak-time entertainment, appealing to viewers interested in the science and artistry of everyday consumables.[29][1] The first series consisted of three episodes broadcast weekly in October 2019, focusing primarily on classic confectionery and snacks such as the KitKat chocolate bar and Monster Munch crisps. The second series, also three episodes, aired in December 2020 and continued this theme with items like Quavers crisps and a Domino's pizza, incorporating a festive special on Quality Street chocolates. By the third series in April 2021, which expanded to four episodes, the scope broadened to include fast food staples like KFC's Zinger burger and Original Recipe chicken, alongside cereals such as Shreddies and biscuits like Wagon Wheels, illustrating an evolution toward more diverse recreations of mass-market foods. This progression mirrored wider trends in the food industry, emphasizing replication of both nostalgic treats and contemporary quick-service meals.[30][3][31] Viewership for the series was solid, particularly among younger demographics, contributing to its recommissioning after the debut run and establishing it as a reliable performer in Channel 4's factual entertainment slate. The programme resonated with audiences through its accessible exploration of food production secrets, though specific consolidated ratings data remains limited in public reports. As of 2025, no fourth series has been announced, potentially reflecting shifts in food television towards more experiential or celebrity-driven formats. The UK original's success paved the way for international versions in countries including Australia and France.[26][32]Episode list
The UK version of Snackmasters has aired three series, with each episode focusing on two chefs attempting to reverse-engineer and replicate a popular snack product within a limited timeframe, typically seven days, under the guidance of host Fred Sirieix. The chefs develop recipes through experimentation, factory tours, and consultations with brand experts, culminating in a cook-off judged by a panel including brand representatives, workers, and food critics on criteria such as taste, texture, appearance, and production efficiency. Scores are often determined by blind tastings and votes, with the winner receiving the Snackmasters trophy.Series 1 (2019)
| Episode | Air Date | Snack | Chefs | Winner | Summary |
|---|---|---|---|---|---|
| 1 | 1 October 2019 | Kit Kat | Daniel Clifford vs. Vivek Singh | Vivek Singh | The chefs visited the Nestlé factory in York to study the chocolate-covered wafer bar's crisp layers and milk chocolate coating. Key techniques included perfecting wafer aeration for lightness and tempering chocolate to achieve snap without cracking. In the cook-off, Singh's version scored higher on taste and texture, winning by a 3-2 vote from judges including factory workers.[14][5] |
| 2 | 8 October 2019 | Monster Munch (Pickled Onion flavour) | Matt Worswick vs. Tristan Welch | Matt Worswick | At the Walkers factory, the competitors analyzed the corn-based, curly crisps' tangy flavour and puffy texture. Techniques attempted involved extruding corn dough for shape and infusing vinegar essence for the pickled onion taste. Worswick's batch was favored for its authentic crunch and flavour balance, earning the win through panel scoring.[33][34] |
| 3 | 15 October 2019 | Burger King Whopper (with fries) | Claude Bosi vs. Lisa Goodwin-Allen | Lisa Goodwin-Allen | The challenge at Burger King's facilities required replicating the flame-grilled beef patty, sesame bun, and special sauce, plus thin-cut fries. Key efforts focused on mimicking grill marks with custom equipment and balancing the mayonnaise-tangy sauce. Goodwin-Allen triumphed with superior sauce accuracy and delivery speed simulation, as judged by executives.[35][36] |
Series 2 (2020)
| Episode | Air Date | Snack | Chefs | Winner | Summary |
|---|---|---|---|---|---|
| 1 | 10 December 2020 | Quavers | Anna Haugh vs. Aktar Islam | Anna Haugh | Inside the Walkers plant, the duo tackled the cheese-flavored, curled potato snacks' airy structure and bold flavor. Techniques included precise potato starch mixing for curl formation and spray-drying cheese powder. Haugh's recreation excelled in melt-in-mouth texture, securing victory via expert panel votes.[37] |
| 2 | 17 December 2020 | Domino's Pepperoni Passion Pizza | Jason Atherton vs. Francesco Mazzei | Francesco Mazzei | The chefs aimed to duplicate the thin crust, pepperoni topping, and tangy sauce at Domino's test kitchen. Challenges involved dough proofing for chewiness and cheese blend for stretch. Mazzei's pizza was deemed closest in flavor profile, winning the contest judged by brand testers.[38] |
| 3 | 23 December 2020 | Quality Street (festive selection) | Paul A. Young vs. Sarah Mountain | Sarah Mountain | Focusing on assorted chocolates like the Purple One and Hazelnut Whirl at Nestlé's factory, techniques encompassed molding fondant centers and enrobing in colored shells. Mountain's batch better matched the varied textures and flavors, as determined by a holiday-themed judging panel.[39] |
Series 3 (2021)
| Episode | Air Date | Snack | Chefs | Winner | Summary |
|---|---|---|---|---|---|
| 1 | 6 April 2021 | KFC (Zinger Burger, Original Recipe Chicken, Supercharger Mayo) | Tom Aikens vs. Alex Bond | Tom Aikens | At KFC's development center, the pair sought to crack the 11 herbs and spices blend for crispy chicken and spicy mayo. Key attempts used pressure frying for juiciness and custom spice mixes. Aikens' chicken was praised for authenticity, clinching the win on overall scores.[40] |
| 2 | 13 April 2021 | Wagon Wheels | Tristan Welch vs. Cyrus Todiwala | Cyrus Todiwala | Burton's Biscuit factory tour highlighted the marshmallow-filled biscuit coated in milk chocolate. Techniques tested included aerating marshmallow and enrobing without cracking. Todiwala's version scored higher for balanced gooeyness and chocolate coverage.[41] |
| 3 | 20 April 2021 | Shreddies | Daniel Clifford vs. Claude Bosi | Daniel Clifford | Nestlé's facility revealed the square wheat biscuits' toasted, multigrain lattice. Chefs experimented with extrusion for shape and honey coating for flavor. Clifford won by default after Bosi's batch failed texture tests, per panel evaluation.[42][43] |
| 4 | 27 April 2021 | Snickers | Tom Brown vs. Sabrina Gidda | Tom Brown | Mars factory insights covered nougat base, caramel flow, roasted peanuts, and chocolate shell. Challenges involved stabilizing caramel and peanut adhesion. Brown's bar was judged closest to the original's chew and crunch.[44][45] |