Adams Foods has teamed up with Jamie Oliver’s Food Tube to promote its Pilgrims Choice brand.

The partnership is the first between the celebrity chef’s YouTube channel and a cheese brand, and will see the recently launched Pilgrims Choice Crumbles range promoted on the site throughout July and August.

As part of the push, the channel’s resident food enthusiasts, Donal Skehan and DJ BBQ, have been recruited to present short videos to show how Crumbles can be used in everyday recipes.

Crumbles were launched in March as a three-strong premium range of grated Cheddar designed to offer better “meltability” than standard grated cheese.

“We had identified a growing demand for the need for inspiration in the kitchen for quick and easy meal solutions, and we want to take this one step further and show consumers how to use Crumbles,” said Adams Foods marketing director Alastair Jackson.

The Food Tube partnership comes after Adams Foods recently teamed up with Greencore to launch a range of Pilgrims Choice-branded quiches. They will be on sale in Asda and The Co-operative.