Supermarket Sainsbury’s has teamed up with Channel 4 to launch a daily cooking show every weekday lunchtime, it has been announced today.
What’s Cooking? From the Sainsbury’s Kitchen’ will air in February and feature well-known chefs cooking recipes to suit a variety of budgets and tastes using Sainsbury’s products as well as other ingredients.
Presented by Ben Shepherd and Lisa Faulkner, the program seeks to engage with viewers at home as well as a studio audience and questions can be submitted via Twitter and Facebook, the grocer said.
Commenting on the upcoming project, Faulkner said:”I love cooking and to be able to work on “What’s Cooking?” dreaming up recipes, creating different food combinations and talking about dishes, is just my perfect job.
“There are always new things to learn about cooking – so this series is going to be huge amounts of fun, talking to other chefs and being inspired by their menus and love of food.”
Running for up to 13 weeks, the show will run alongside digital content including a website allowing users access to all recipes, videos and information as the supermarkets aims to entice tech-savvy shoppers.
Last September, rival Waitrose launched its own online video channel featuring new recipes and six different channel relating to food and Sainsbury’s will be hoping that its foray into television helps increase its market share within the increasingly competitive grocery market.
“What’s Cooking? From the Sainsbury’s Kitchen is an engaging, fresh format for a cookery show and we are very excited to be involved in such an innovative programme,” Sainsbury’s Marketing Director Sarah Warby said.
“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.”