ALDI Australia, a subsidiary of German discount supermarket chain ALDI Einkauf GmbH & Co. oHG, has become the official supermarket sponsor of the cooking show Hell's Kitchen, Inside FMCG reported Aug. 3.

A company spokesperson told the news agency that ALDI has collaborated with Australian television network Channel 7 to sponsor the first season of the cooking show.

ALDI's website and Facebook page will reportedly showcase recipes from the show, which is slated to be aired Aug. 6.