Uncle Ben’s has agreed a major tie-up with ITV that will see the rice brand sponsor some of the broadcaster’s most popular cookery shows.

The package ties Uncle Ben’s to three shows – Taste the Nation, a knockout competition to find the best culinary county; Britain’s Best Dish: Celebrity Special; and Daily Cooks Challenge, hosted by Antony Worrall Thompson.

The sponsorship deal includes coverage on ITV1 and online for the full range of 25 rice and sauce products under the Uncle Ben’s banner.

“We are delighted to have Uncle Ben’s come on board with this sponsorship,” said ITV sponsorship manager Andrea Ridout. “The programmes fit perfectly with the Uncle Ben’s brand, and it will be a great way for them to showcase their range of products.”