NEW YORK, NY (TIP): Leading food company Britannia, known for their baked goods and biscuits has signed up as the presenting sponsor for the 2015 MetLife South Asian Spelling Bee. After months of hard work from both sides, the brand confirmed their commitment last week in New Jersey. Plans are afoot to now integrate Britannia into the Bee and provide participants with healthy and delicious foods products.

Britannia will be giving out goody bags, interacting with participants and making the new generation aware of the baked delicacies their parents grew up on back in India. The platform is a key part of the lives of the South Asian community here in the United States and has grown to become the gold standard of the Bee circuit. Britannia feels that this is the right platform to connect with its new generation of consumers and build an emotional quotient with the parents and children alike.

With its 123 years of golden heritage of making healthy, fresh & delicious food, Britannia is a house hold name among South Asian consumers. This unique platform will help Britannia to reach out to Gen Z spellers & showcase them some of its delicious brands like “MilkBikis”

Organized by Touchdown Media Inc., the 2015 MetLife South Asian Spelling Bee is conducted in 12 locations across the United States. Regional level events will be held in Los Angeles, the Bay Area, Dallas, Houston, Chicago, Seattle, Atlanta, Charlotte, Washington, D.C. Metro, New Jersey, New York and Boston. All events are free to attend and open to the public.

“We are very proud and happy to associate with Britannia and feel that this is the start of a very fruitful and long association. Our platform provides the opportunity to directly interact with the generation growing up here in the US,” said Rahul Walia, founder of the South Asian Spelling Bee and CEO of Touchdown Media Inc.

Each competition will begin with a written test of 25 words. The participants must spell 15 or more words correctly to advance to the afternoon oral round, which will be conducted by experienced pronouncers and judges. The top three in the oral round will receive prize money.

The top two spellers of each regional competition will advance to the finals to be held in New Jersey in August. Similar to previous years MetLife has once again funded the $10,000 champion’s grand prize that will be awarded to the winner at the finals.

The Bee is powered by Kawan- the world’s most popular Roti paratha brand and as always, SONY Entertainment Television Asia is the exclusive broadcast partner for the MetLife South Asian Spelling Bee and will be airing the series across 120 countries.