Sainsbury's Supermarket, Team ValleyChannel 4 is to launch another cookery series, this time however a supermarket will be placing its products in What’s Cooking? From the Sainsbury’s Kitchen. The series will air at lunchtime on weekdays on the next work from the end of next month.

The programme, commissioned by Channel 4 Head of Formats Dominic Bird, will broadcast from a purpose built interactive studio at one of the supermarket’s stores with a live studio audience. The series is to be presented by former GMTV face Ben Shephard and former Holby City actress Lisa Faulkner.

Dominic Bird, Head of Formats, Channel 4 said; “Ben and Lisa are a terrific pairing and we feel the mix of celebrity guests, entertaining chat and cookery on What’s Cooking will offer up a compelling menu for our Channel 4 daytime audience.”

Along with celebrity guests, well-known chefs will join the programme to cook up recipes suitable for all budgets and tastes. Products from the sponsoring supermarket will be used within recipes featured in the show and branded products will also appear on in-show recipe graphics.

By visiting the What’s Cooking? scrapbook at www.channel4.com/whatscooking, viewers will be able to collect and keep all the recipes, videos and information featured in each show.

Laura Cottrell, Partnership Business Manager, Channel 4 said; “What’s Cooking from the Sainsbury’s Kitchen is a prime example of a connected, cross-platform advertiser-funded programme with product placement and Channel4’s editorial values at its core. We are delighted to be working with a partner who understands the power of activation beyond the screen.”

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