Sainsbury’s has announced it launching a daily cookery show on Channel 4 that is set to air late next month.
As part of a new partnership with the broadcasting channel, the supermarket’s upcoming programme What’s Cooking? From the Sainsbury’s Kitchen will take place every weekday lunchtime.
Ben Shephard and Lisa Faulkner are due to host the show, which will feature a number of celebrity guests and well-known chefs cooking at least three recipes every day.
Sarah Warby, Sainsburys marketing director, said the new daytime TV programme is “an engaging, fresh format” and the chain is “very excited” to be involved in it.
She added the company hopes to use the show to “talk to our customers in a different way, bringing to life the ways in which Sainsbury’s can help people live well for less”.
Guests on What’s Cooking? will use the supermarket’s own products in their dishes, while other ingredients are set to be integrated in a seamless fashion.
This comes after the food giant recently gave away seven tonnes of free fish in an attempt to change British consumers’ culinary habits.