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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