The channel will appear on MSN UK from today (17 June) via its Life & Style, Messenger Today, Celebrity, Him and Money pages. It will host exclusive food and drink content including recipes.
The online channel aims to target household food shoppers and encourage them to experiment with recipes, ingredients and in-season, fresh produce.
It will draw on Sainsbury’s existing Taste campaign, which features the supermarket’s longstanding brand ambassador Jamie Oliver, and will include cooking videos from the celebrity chef.
MSN and Sainsbury’s say the partnership will allow them to reach new audiences.
Sarah Squire, Sainsbury’s senior brand manager, adds: “The partnership enables us to help customers save money on their weekly shop by buying seasonal food, using up leftovers and cooking easy family meals.
The deal was brokered by Sainsbury’s media agency, PHD.