UK nuts, seeds, snacks and sweets retailer Julian Graves is sponsoring the new series of You Are What You Eat, a healthy eating show broadcast on Channel 4.

The sponsorship, which incorporates idents for the programme that began its new series last week, is the first television sponsorship for the retailer, reported Media Week. The programme, presented by nutritionist Gillian McKeith, visits some of the UK’s worst eaters and provides practical advice on diet and healthy living.

“We noticed that foods highlighted by Gillian McKeith in the first series, such as pumpkin, sesame and sunflower seeds, flew off our shelves while the programme was running last summer so we are delighted to be sponsoring the second series,” Julian Graves’ managing director, Nick Shutts, was quoted by Media Week as saying.