Alpro is hoping that some of Jamie Oliver's Midas touch will rub off on the brand by agreeing a sponsorship deal for Jamie's American Food Revolution.

Jamie's new series will debut on Monday 13 September, and Alpro branding will feature in idents throughout the Channel 4 show.

The tie-up will kick off the third phase of Alpro's 2010 push, following its January relaunch.

Sponsoring the series would enable Alpro to target an audience of predominantly females over 25, said John Allaway, commercial director of Alpro UK. "The series is guaranteed to reach a wide audience and, following Jamie's School Dinners, it should highlight the benefits of a healthy, balanced diet."

The deal will be supported by a month-long Alpro TV ad campaign linking Alpro to a healthy lifestyle, as well as online and in-store activity.