Droga5 creative chairman David Nobay signs on to Channel Ten's new show 'Recipe to Riches'

One of Australia's most awarded creative directors, Droga5 Australia's creative chairman David Nobay, has signed on to Channel Ten's new show 'Recipe to Riches', which is set to launch mid 2013, backed by Droga5 client Woolworth's.

The show, which started production last week, allows three punters each week to have their recipes turned into products which are then sold in Woolworth's stores nationally for the week after the show goes to air, with the overall winner determined by sales results at the end of the series.

On the panel with Nobay is Carman's Fine Foods owner Carolyn Creswell, and chef Darren Robertson. The trio will present their recommendations to Lizzy Ryley, General Manager of Woolworths supermarkets. Lizzy will make the final decision about which products have the best chance of succeeding on the supermarket giant's shelves.

Viewers will follow contestants as they "batch up" their dishes to see if their recipe can be produced on a mass-market scale, create a brand for their product and devise strategies to launch it to the public.