Uncle Ben’s and Yeo Valley yoghurt will feature in Jamie Oliver’s upcoming series, Jamie’s 15-Minute Meals – marking Channel 4’s first product placement deal for a cookery show.

In the series Uncle Ben’s rice and Yeo Valley’s 0% Fat Natural Yoghurt will be used by Jamie Oliver as he cooks up whole dishes in just a quarter of an hour.

“This is the first time we’ve placed products on-screen with major talent in this way,” said Channel 4 business manager Vicky Kell.

“We’re confident that the active usage by Jamie will lead to a tremendously effective campaign and, as such, we’ll be investing in research to help us to prove this.”

Yeo Valley said it would be looking to make the most of the placement deal.

“We’re looking forward to the series hitting TV screens and will be launching an on-pack offer to tie in with the show,” said Yeo Valley managing director Tim Mead.