The link-up is expected to reach 3.5 million consumers and includes six new bumper-break ads which will be shown during a range of cookery programmes such as Oliver's Twists, Nigella's Express and Saturday Kitchen.
Advertorials, recipes and promotions will be featured online at uktv.co.uk/food and Shloer banner ads will appear on
newsletters sent to 150,000 consumers registered on UKTV Food's database.
A new print ad campaign in magazines such as Hello and OK! will
show Shloer being shared by friends and family at a variety of different social occasions.
The activity will be backed by an online competition on Shloer's website - shloer.com - giving consumers the opportunity to enter a prize draw to win an Easter-themed hamper.
Tailormade promotional deals and in-store POS will also be available for retailers throughout the wholesale and retail channels.
Marketing communications controller Amanda Grabham said: "We are continuing to raise the bar in terms of the level of support for Shloer. The
Food to Share
UKTV Food sponsorship is a perfect fit for the brand, which is all about sharing and social occasions.
sponsorship we want to increase frequency of purchase among
users, whil e creating awareness and encouraging
consumers to try the brand."