Product placement is nothing new in reality television, but viewers are getting sick of it.

MasterChef fans have had enough of the constant product placement in the show. Credit: Channel Ten

MasterChef fans have had enough of the constant product placement in the show. Credit: Channel Ten

MasterChef Australia Back to Win has been a divisive season so far. Fans have made it clear that they would have preferred to get to know a whole new cast of aspiring chefs instead of seeing old faces back for another shot.

Other complaints have included certain contestants getting more airtime than others, the cooks not practising proper hygiene, and the chefs no longer explaining the more technical sides of their creations in the confessionals. Now, a new aspect of the reality series is copping backlash, with viewers saying they are fed up with the incessant product placement throughout the show.

The remarks come after back-to-back challenges that heavily featured first products from Lee Kum Kee and then Connoisseur Ice Cream.

Tuesday’s challenge saw the contestants design their own pressure test using seven different flavours of Connoisseur, in a bid for just two of them to win immunity. Although product placement is nothing new in television shows (and is crucial to the shows actually being able to be aired), several viewers declared it was a bridge too far.

The contestants had to use the Connoisseur ice cream to create their own pressure test. Credit: Channel Ten

The contestants had to use the Connoisseur ice cream to create their own pressure test. Credit: Channel Ten

“One more ‘candid’ shot of a judge cheekily eating ice cream and I’m out,” one irritated fan wrote online. “I can’t stand this.”

“What a joke..tonight is just another ‘product placement ‘ advert for the ice cream,” someone else said. “Last night was for the Chinese sauces. It is an insult compared to the original concept if the show..I am very disappointed.”

Another viewer was a little more lighthearted about the whole thing, writing, “I think this is already my favourite for most egregious product placement, finally knocking ‘Fridge you can see inside if you tap on it’ from first place. Can’t wait to see which product is in the season finale.”

“It’s called a ‘pressure test’ because the pressure is on production to maximise the Connoisseur advertising,” a third person chimed in.

“How much do we reckon Connoisseur paid for this episode long advertisement?” read another comment.

“Masterchef merging into The Block this season with all the product placement,” someone else complained.

Others suggested that it would be better to have the “sponcon” (sponsored content” spread out more over the season while someone else seemed to think that “this week must be funding the grand prize money.”

Despite the complaints, plenty of people had no problem at all with the product placement, reminding their fellow viewers that the show would not be on air without it.

“How the heck do you think the show runs without product placement?” one asked. “It was an incredible challenge that really pushed them to the best for some of them.”

“How else do you think they pay the costs of the show,” another wrote.

“How do you think free-to-air television gets the money to make their shows?,” a third echoed.

And, in good news, if the blatant product placement worked it’s magic on you then you’ll be delighted to know that, according one viewers, “Coles [is] selling the ice cream for half price this week. It’s 2 for $12.”

I’m sold!