Sainsbury's partners with Channel 4 to launch new cookery show
Making its debut in late February, the show will be presented by Ben Shephard and Lisa Faulkner and will be broadcast on Channel 4 every weekday lunchtime.
Each programme will feature at least three recipes cooked by well known chefs and celebrity guests who will use Sainsbury’s products alongside other ingredients.
The programme will air from a purpose built interactive studio at a Sainsbury’s store with a studio audience. Viewers at home will be encouraged to participate by asking questions through Twitter and Facebook.
Sainsbury’s marketing director Sarah Warby said: "What’s Cooking? From the Sainsbury’s Kitchen is an engaging, fresh format for a cookery show and we are very excited to be involved in such an innovative programme. We’re delighted to partner with Channel 4 and to be able 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."
The show will air in a weekday lunchtime slot for a planned run of up to 13 weeks. This will be complemented by a range of content online to further engage viewers. Viewers will be able to collect and keep all the recipes, videos and information featured in each show by visiting the What's Cooking? Scrapbook and the Sainsbury’s Live Well For Less website.
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