Sainsbury’s plans to whet the appetite of TV viewers with a new lunch time cooking show due to air next month.
The supermarket giant has teamed up with Channel 4 to produce ‘What’s Cooking? From the Sainsbury’s Kitchen’, a live, daily weekday show fronted by TV presenter Ben Shephard and 2010 Celebrity Masterchef winner Lisa Faulkner.
The programme, due for broadcast in late February, is expected to run for 13 weeks. It will air from a purpose built studio attached to a Sainsbury’s store and feature a live audience, well known chefs and celebrity guests.
Each episode will showcase at least three recipes made from both Sainsbury’s products and other ingredients, while viewers will be encouraged to engage by asking questions via Twitter and Facebook.
Sainsbury’s marketing director Sarah Warby described the show, which is being produced by Superhero TV, as an “engaging fresh format”.
“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,” she said.
Dominic Bird, Channel 4 head of formats added: “Ben and Lisa are a terrific pairing and we feel the mix of celebrity guests, entertaining chat and cookery on the programme will offer up a compelling menu for out Channel 4 daytime audience.”