Iams sponsors Channel 4's You Are What You Eat

LONDON - Iams, the pet food owned by Procter & Gamble, has signed as the sponsor of Channel 4's 'You Are What You Eat'.

Starting on February 21, Iams will sponsor 14 episodes of the food nutrition show, hosted by Gillian McKeith.

Iams said that the programme's focus on nutrition is a perfect fit for its product, which it claims can enhance the well-being of cats and dogs.

The Iams sponsorship will include a 15-second spot leading into the show, a series of five-second spots in ad breaks and a 10-second spot leading out of the show.

Richard Learwood, managing director of The Iams Company, said: "With pet obesity in the UK growing at an alarming rate, we are keen to highlight the link between superior pet nutrition and a long healthy life for pets as well as for people."

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