By Patrick Avenell

SYDNEY, NSW: Breville is bracing itself for an avalanche of interest tonight, with the iconic Australian brand being featured on the new gastronomic TV show My Kitchen Rules.

The new show, which is also marketed as MKR, is airing on Channel 7 Monday and Tuesday nights from this week. Both the network and Breville will be hoping that this epicurean show can emulate the success of last year’s runaway success, MasterChef Australia.

“Australians have whole-heartedly embraced cooking programs in recent times,” said Breville brand director Australasia David Gubbin. “With its acknowledgement of talented home cooks, we anticipate My Kitchen Rules to be a very popular program in 2010.  It’s the perfect platform to show off the Breville range.”

Last year, LG Australia scooped a big win on its rivals by sponsoring MasterChef Australia at launch, well before the true impact of that show on the national psyche was realised.

“Not surprisingly, the Breville Professional 800 Collection, including the new Wizz Planetary Mixer and Smart Oven feature prominently among the tools of choice for the contestants during the restaurant kitchen phase.

“Other products from this range to feature in the show include the Professional Grill, Die Cast Blender, Citrus Press and Variable Temperature Kettle. The series caters for cooks across a wide variety of skill levels with a focus on consistent and high quality food preparation.”