Sainsbury's has joined the fight for the hearts and minds of The X Factor fans.

The retailer is returning as the show's "official online cooking partner" following last year's trial run when Sainsbury's online videos, which showed its Try Team experts teaching the finalists to cook each week, attracted more than one million views.

The first video to accompany this series went live this week, and will be followed by one a week until the grand final just before Christmas.

"The appetite for The X Factor in the UK is insatiable," said Amanda Metcalfe, Sainsbury's head of online marketing. "Last year's partnership gave us a unique way of using online video content to engage with our customers. It proved a huge success and we predict this year will be even bigger."

Sainsbury's attempt to grab a bit of The X Factor magic comes as Tesco continued to capitalise on its association with the show.

Tesco has the exclusive right to sell the new X Magazine and branded trading cards and is reported to have been mentioned on the show eight times in three episodes thanks to contestant Mary Byrne, who works for Tesco in Ireland.