Plot Synopsis

Home chefs work with mentors to refine their recipes, improve their creation for mass production, and develop product branding, as they compete for $10,000 in prize money, $100,000 worth of product development, and a chance to have their product launched in A&P supermarkets and their affiliated chains nationwide. In each 60-minute episode, undiscovered food entrepreneurs pitch their product concepts. Then, the contestants prepare their products for mass production by working with these expert mentors: TV host and specialty foods pioneer Michael Chiarello; cookie mogul Debbi Fields of Mrs. Fields Cookies; and branding expert and food product visionary Chris Cornyn. The contestants then refine their recipes to target a specific focus group of real-life consumers, under the guidance of Chef Chiarello and research and development chef Andrew Hunter. At the end of each episode, the surviving contestants create professional packaging, and Tom Dahlen, the supermarket buyer for The Great Atlantic & Pacific Tea Company (A&P), determine each episode's winner, who receives $10,000 in prize money and $100,000 worth of product development from DINE Marketing and Mattson. The season concludes when three winners are invited back to compete for the grand prize by presenting their product to A&P CEO Sam Martin, with the hope their dream will be realized when their product is launched in A&P supermarkets and their affiliated chains nationwide.