Feasters, the Eatwell range of microwaveable sandwiches and burgers, has secured a £2m sponsorship deal with ITV for its game show Supermarket Sweep.
The sponsorship deal will run for the duration of the 60 show series with the first episode of the game show, hosted by Dale Winton, scheduled to air on ITV1 on February 12.
The new tie-up coincides with the rollout of new packaging across its entire product range in early February designed to communicate the product information to consumers more clearly.
The company plans to support the relaunch with a new 30-second TV commercial, which is set to air across mainstream channels in March alongside in-store promotional activities.
The ABP-owned brand recently extended its Feasters range with the addition of selection of microwavable baguettes available in three fillings; Steak and Onion, Ham and Cheese and Chicken Tikka.
The range is available in Asda and Morrisons supermarkets alongside a range of convenience stores nationwide.