‘Eat the Week with Iceland’ is a 10-part series produced by Hungry Gap Productions and part-funded by the supermarket chain.
In each 60-minute episode, Simon will demonstrate how to reduce waste and save time with help from frozen food.
The show, which represents Iceland’s first foray into broadcast TV programming, will feature the company’s range of fresh and frozen ingredients within recipes.
Nick Canning, joint managing director of the multiple, which operates more than 880 stores in the UK, said: “Iceland is well known for our range of traditional frozen meals but what isn’t known by many is just how much we’ve evolved over the years.
“Today, our ranges include surprising frozen lines and fantastic fresh foods. We want ‘Eat the Week with Iceland’ to showcase our food, so consumers see Iceland as destination for great-tasting food that offers choice and value – whether that’s scratch cooking ingredients or prepared meal solutions.”
The series was commissioned by Channel 4 head of daytime David Sayer, who added: “As a great chef, and parent, Simon is the perfect person to help families who are stuck in a culinary rut to fall in love with meal times again.”
Simon Wells, partnership controller of funded content & creative solutions at Channel 4, commented: “‘Eat the Week with Iceland’ is the result of great collaboration. Working closely, we have developed and created an entertaining and high quality TV series that embodies Iceland’s key values and messages.”