Aldi has been named as the new long-term sponsor of Channel 4’s food programming strands.

The discount grocer’s sponsorship spans food programmes on Channel 4 such as Come Dine with Me and Jamie Cooks the Seasons.

This will extend across channels inluding More 4, E4, Channel 4 Streaming and the ‘Cooking Inspiration’ strand on UKTV and W, which includes shows such as My Kitchen Rules Australia, Masterchef New Zealand and Dessert Masters.

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Aldi UK marketing director Jemma Townsend said: “We are proud to partner with Channel 4 to sponsor their exciting food programmes and bring cooking inspiration and entertainment to the nation in true Aldi style.”

It comes after the grocer and Channel 4 launched the TV series ‘Aldi’s Next Big Thing’ in 2022, which saw small UK food and drink businesses competing for a Specialbuy listing at the chain.

Following the success of the first series, which saw brands including Crave, The Greek Farmer, Harrison & Griffiths Rum Cake, and Freddie’s Farm securing spots on the discounter’s shelves, the show was renewed for a second series last year.