The new partnership will see Channel 4 collaborate with Samsung with new sponsorship advertisements featured throughout the programme breaks to showcase Samsung’s full range of appliances. The partnership will also feature product placement to display Samsung’s collection of quality kitchen appliances to consumers as well as being promoted online and instore with Samsung retailers.

Central to the partnership is Samsung’s aim to promote its premium appliance and Bespoke Home line-up, showing itself as a leader within the built-in kitchen appliance market. The new sponsorship will see the programme hero some of Samsung’s home appliance flagship features and products including Bespoke Jet, Dual Cook Flex, AI washing machine, Beverage Center, Air Fry and the Samsung Family Hub, which will be featured on idents throughout the show. The sponsorship will last for 12 months and includes product placement which will see the whole Sunday Brunch kitchen kitted out with top of the range Samsung products.

Although the focus will be on appliances, Sunday Brunch will also feature other Samsung products on the show, such as their state-of-the-art,  award-winning Frame TV. As part of the partnership, Samsung will be sponsoring one of the show’s regular editorial segments called ‘TV for Pets’.

Samsung Home Appliances

Dan Harvie, VP, Head of Home Appliances, Samsung UK and Ireland Ltd said,  “Sunday Brunch has been the cornerstone of many households’ weekend TV viewing for over a decade and we’re delighted to be partnering with the show to showcase our range of Smart connected home appliances, including products from our laundry, refrigeration and cooking ranges in addition to Samsung Bespoke products in our refrigeration and Jet floorcare range. We are excited to show viewers how they can really level up their cooking with our state-of-the-art ovens featuring all our latest tech from SmartThings cooking to Dual Cook Flex.”

Samsung Bespoke Ovens

Rupinder Downie, Sponsorship & Commercial Partnerships Leader at Channel 4 said: “We’re delighted to be partnering with one of the nation’s most loved and trusted home appliances brands, Samsung, to bring their innovative and industry-leading products to one of the nation’s most popular shows. With some of the most recognisable faces dishing up inspiring yet accessible food and meals every Sunday, it’s not surprising consumers are going to be expecting the latest and most forward-thinking technology, to help our hosts hit the mark on the delicious recipes they expect and know each week”

For further information on the partnership, please visit: https://www.samsung.com/uk/home-appliances/sunday-brunch/

When it comes to viral food trends the nation have built into their cooking routine, air frying came out top, with four in 10 UK adults (42%) now using air frying as a healthier option to deep fry food. Chips (39%), chicken (38%) and potatoes (33%) are the most popular foods to air fry, followed by less obvious foods such as salmon (19%), meatballs (19%) and steak (18%). Whilst sweet treats, such as cookies (25%) and donuts (16%), are also popular to cook in an air fryer.

In terms of gender, more women (45%) then men (38%) air fry their food, with the 18 to 24-year-olds age group air frying the most (62%). Regionally, those living in London have built air frying into their cooking routine (59%) more than anywhere else, followed by residents in the North West (49%) and North East (48%) of England.

To give the nation some air frying inspiration, Samsung’s teamed up with Jenny Tschiesche, author of Sunday Times Bestseller ‘Air Fryer Cookbook’ – which features 101 delicious, tried-and-tested recipes to help you get the most out of your air-fryer – to share her top five air frying hacks:

1. If you would like to cook something but only have oven cooking instructions, fear not. You can reduce the cooking time and the temperature as follows:
   • Reduce the temperature by 20º.
   • Reduce the cooking length by 20%.

2. You can air fry in baking sheets and trays. Not everything is best cooked straight on the air fryer rack. Foods that lend themselves best to being cooked in a baking sheet or tray include flapjacks, gratin dishes and anything with a sauce.
3. Space out your food. The most efficient and effective air frying happens when there is space between food items so that hot air can circulate all around it and cook the food evenly.
4. Invest in a digital food thermometer. This one tool will give you confidence when air frying. Air frying is a new way of cooking for many and knowing that your food is cooked to a safe temperature is reassuring. Here’s a useful table to help:

5. Buy a pair of tongs for turning food such as kebabs, burgers, croquettes, nuggets, and breaded fish for even cooking. Those with silicone tips will be the easiest to clean.

Other viral trends the nation are looking to build into their cooking routines include meal prepping (30%), meat free meals (26%) and ‘mindful cooking’ (20%), which involves tuning into the sights, sounds, smells, and textures of the culinary task at hand. Whilst some of the nation’s top cooking hacks and trends include creating butter boards (17%), using a ricer or food mill to grind potatoes (23%) and roasting a whole garlic (20%).

When it comes to the reasons why people use viral cooking hacks and make recipes they see online, creating more affordable meals (53%), simplifying the cooking experience (44%) and wanting to save time in the kitchen (43%) ranked top. Whilst others said they do so to streamline the cooking process (40%), create healthier meals (39%) and impress friends and family (23%).

Dan Harvie, VP, Head of Home Appliances, Samsung Electronics (UK) Ltd., said: “We know the impact cooking hacks and recipes found on platforms such as TikTok, Instagram and Facebook have on our customers cooking routines, which is why we continually innovate and introduce new features to meet changing lifestyle needs, such as air frying.

“Earlier this year, we launched the 5 and 6 series cooking appliances, including multiple ovens which come with an air frying function built in, helping to promote healthy eating. Simply place food on the tray and use the Air Fry mode to cook food using a little oil and without a deep fryer. Plus, with SmartThings Cooking, you can get personalised recipes and a weekly meal plan that promote healthy eating, ensuring you always stay on track.”

Air Fry mode on the 5 and 6 series ovens by Samsung

Discover the full range of Samsung ovens and cooking appliances on https://www.samsung.com/uk/cooking-appliances/all-cooking-appliances.

LONDON, UK – Sunday 6^th March 2022 – Samsung Electronics Co., Ltd. has today announced the launch of its new 4, 5, 6 and 7 series cooking appliances, including multiple ovens which come with various steam features that promote healthy eating.

The launch comes as new research from Samsung ^[1]reveals the top five ways Brits have tried to eat healthier, with 70 percent steaming their food to try and eat better, while more than half (53%) have turned to air frying. Other ways people have tried to eat healthier are eating more fruit and vegetables (34%), avoiding sugary foods (25%) and cutting down on saturated fat and sugar (23%).

The Samsung NV7000B and NQ7000B Oven series comes in a choice of four elegant modern colours: Satin Beige, Clean Navy, Clean Black and Black Stainless. They include innovative ways to steam and air fry food to promote healthy eating, including:

• Steaming Food:
  • Full Steam – surrounds food such as vegetables or fresh fish with a vapour of hot steam, so they are cooked optimally and retain their natural flavour and vitamins.
  • Add Steam – fills the oven with steam, leaving your food tender inside and crispy outside.
  • Natural Steam – get deliciously succulent and crispy baking results without the need of specialist drawers or other equipment.

• Air Frying Food:
  • The Air Fry mode cooks food using a little oil and without a deep fryer, eliminating excess fat whilst keeping things succulent inside and crispy outside.
  • Simply place food on the tray with just a touch of oil and select the Air Fry mode.

• Air Sous Vide:
  • Provides even more tender and tastier cooking by accurately sensing the temperature and keeping it even over a long period.
  • This means everything is cooked thoroughly, wherever it is placed in the oven, and tastes deliciously tender and succulent.

Image 1: Samsung Natural Steam

Image 2: Samsung Air Fry

Image 3: Samsung Air Sous Vide

Both oven series are also equipped with SmartThings Cooking which enables a seamless grocery shopping experience and generates a weekly meal plan with personalised recipes with easy-to-follow instructions that suit your dietary requirements, such as vegan, vegetarian or gluten-free.

Although you don’t have to have any smart appliances to use the app, any SmartThings-connected refrigerators (such as Family Hub) range and ovens will sync up with it for even easier food management.

Image 4: Samsung SmartThings Cooking

Dan Harvie, VP, Head of Home Appliances, Samsung Electronics (UK) Ltd., said: “A healthy diet is essential for good health and nutrition, which is why Samsung continues to innovate and provide features to encourage people to cook more healthily.

“This week, Samsung has announced a new range of ovens and cooking appliances offering leading nutritional cooking benefits, including air frying and various settings for steam cooking even including Sous Vide all within one appliance. Plus, with SmartThings Cooking, you can get personalised recipes and a weekly meal plan that promote healthy eating, ensuring you always stay on track. Many of the new ovens also perfectly steam vegetables and fish, so food is cooked optimally and retains its natural flavour and vitamins.”

[1] Samsung ‘Healthy Eating’ Research 2022 with OnePoll, surveying 2,000 British adults between 21.02.2022 – 23.02.2022