Sainsbury's has signed a marketing deal with Microsoft's MSN UK brand to create a food and drinks channel on the portal.

Sainsbury's Food and Drink, which will publish food ideas and recipes, launches today (17 June).

The deal was brokered by Sainsbury's London based media agency, PHD.

The online channel, targeted at mothers and household food shoppers, is designed to encourage readers to experiment with recipes and new ingredients, take advantage of in-season fresh produce, and will draw upon Sainsbury's existing Taste campaign. The channel will also feature cookery videos from Sainsbury's, including some featuring the grocer's brand ambassador, TV chef Jamie Oliver.

Visitors to MSN will be directed to Sainsbury's Food and Drink through pages on the portal including MSN Life & Style, Messenger Today, MSN Celebrity, MSN Him and MSN Money.

This partnership between Sainsbury's and MSN is part of a long standing relationship between the two, with MSN having hosted cookery videos provided by the supermarket since summer 2009.

Peter Bale, executive producer of MSN, said: "By linking up with such a well-known British brand we can bring MSN's readers a new authoritative food and drink channel. Sainsbury's Food and Drink on MSN UK will take the brand to new online audiences, while also providing interesting and compelling content for potential customers by giving fresh ideas on how to use seasonal ingredients."

Sarah Squire, senior brand manager at Sainsbury's, added: "The launch of the food and drinks channel on MSN allows Sainsbury's to engage with a new audience and encourage them to think about new ways to shop for and consume food. 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."