Channel 4, in partnership with frozen food company Iceland and their media agency the7stars, has commissioned brand new cookery show Eat the Week with Iceland, presented by well-known TV chef Simon Rimmer.

The 10x60 minute series is being produced by Hungry Gap Productions and part funded by Iceland. Each episode will see Rimmer reveal how to cook recipes that will make mealtimes fun again for families, while demonstrating how to reduce waste and save time with help from frozen food.

Whether viewers are bored with meatball Mondays and stir fry Fridays, or have a house full of hungry teenagers, the series will be full of hints, tips and hacks for the busiest families.

Eat the Week with Iceland has been commissioned by David Sayer, Channel 4's Head of Daytime, and represents Iceland's first foray into broadcast TV programming. The series will feature the supermarket's wide range of fresh and frozen ingredients within recipes in the show. Additional broadcast quality video content will be created and distributed across Iceland and Channel 4's social and digital channels.

Iceland's media agency the7stars has worked closely with Channel 4 to develop this new partnership and Eat the Week with Iceland will be supported in store and across their digital platforms.

Nick Canning, Joint Managing Director of Iceland, 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".

David Sayer, Head of Daytime, Channel 4, said: "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 mealtimes again".

Simon Wells, Partnership Controller, Funded Content & Creative Solutions, Channel 4, said: "Eat the Week with Iceland is the result of great collaboration between Iceland, the 7stars, Hungry Gap and Channel 4. Working closely we have developed and created an entertaining and high quality TV series that embodies Iceland’s key values and messages".

Rhiannon Murphy, the7stars, said: "We're really excited for the launch of Eat the Week as it signifies a new era for Iceland. With Iceland now two years into its Power of Frozen journey, the content series allows us to showcase the range and educate viewers using a format that is genuinely entertaining and helpful for families".

Pete Lawrence, Founder and Chief Creative, Hungry Gap Productions, said: "I'm excited to be working with Channel 4 and Iceland to produce our first advertiser funded series. We all need exciting new ideas when it comes to feeding the family and Simon has come up with some mouth-watering suggestions".