Television reality show Masterchef winner Chelsea Winter was cooking up a storm in Mount Maunganui today at the launch of the new Nosh Food Market.

Formerly the Good Food Trading Company, the new store is the seventh Nosh to open in New Zealand.

Masterchef winner Chelsea Winter was doing a cooking demonstration at the newly named Nosh foodmarket today.

The Mount store is the third outside Auckland and is part of a larger expansion programme aimed at broadening the chain's reach across the upper North Island.

Owners Jo and Jamie Blennerhassett opened the Good Food Trading Co two years ago and this year decided to join the Nosh chain.

'We've worked closely with Nosh for the past year on a range of campaigns and the decision to join the group was a really easy one,” says Jamie.

'We found we shared the same vision around what we wanted to deliver to customers and the greater brand recognition and buying power of a combined force had to be a good thing for both us and our customers.”

Clinton Beuvink Nosh CEO and co-founder says he's delighted to bring the full Nosh Foodmarket concept to the Bay of Plenty.

'Our vision is to source the finest local food and deliver it to consumers at competitive prices, in as many places as we can get to” says Clinton.

'Like all our Nosh teams, the people at our Mount store are qualified, passionate and experienced and share our vision for what we do,” he says.

Clinton says the Mount store is the first franchised store to open in New Zealand and the company has plans to franchise their concept further in future with another franchised store opening in Auckland's North Shore next month.

The Nosh Food Market in 35 MacDonald Street will continue to stock a range of local produce as well as Jo and Jamie's popular deli style take-out meal range.

The change to Nosh means the new store now stocks a range of global brand names such as Waitrose and also includes a Black Rock Butchery in store as well as a more extensive delicatessen range.