A new series of Hell’s Kitchen USA will begin to air on ITV2 from Monday 1 August for 15 weeks, and will be sponsored by cooking ingredients specialist Very Lazy.

The sponsorship will feature 14 idents to promote Very Lazy’s range of pre-chopped ingredients and Cooking Concentrates, and will use the tagline “‘Hell’s Kitchen USA’ sponsored by Very Lazy – taking the heat out of the kitchen”.

Through the sponsorship, Very Lazy aims to promote the speed and ease of using the product range as well as highlighting the brand’s quality.

Karen Fowler, Very Lazy’s marketing manager, said: “Following the successful launch of our Cooking Concentrates and advertising campaign earlier this year, the sponsorship will help to further boost awareness of the brand and our key messages of convenience and quality cooking to a national audience.

“The opportunity to partner with such a high profile and much loved programme is very exciting.”