The English Provender Co has signed a deal for its Very Lazy ingredients brand to sponsor the latest series of Hell’s Kitchen USA.

The 15-week sponsorship features 14 idents promoting Very Lazy’s range of pre-chopped ingredients and cooking concentrates accompanied by a tagline, ‘Taking the heat out of the kitchen’.

The series, fronted by combustible celebrity chef Gordon Ramsay, began yesterday on ITV2.

“The sponsorship is helping us promote the speed and ease of using the product range as well as highlighting the brand’s quality,” said marketing manager Karen Fowler.

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