J Sainsbury has linked up with Yahoo! to become a sponsor for its Yahoo! Answers service.

The supermarket chain has agreed to sponsor the food and drink section of the website, which is used by the internet giant as a forum for commonly pondered questions.

Sainsbury is running advertisements on the site, and, since 7 September, has added daily questions such as “What is your favourite noodle dish?”, “What’s your most exotic recipe for baked beans?” and “Carrots – what’s the tastiest way to serve them?”.

Yahoo! Answers launched in the UK earlier this month, as one of a collection of new online services setting out to improve internet searches, alongside Digg and Google Answers.