The sponsorship deal is part of Eatwell's initial £2m investment into its Feasters brand, forming part of an ongoing brand development plan.
Feasters will be displaying a new look for its TV debut, with re-packaged products being launched early February. The bold design communicates product information to the consumer, including the benefit of containing '100% Beef' and 'No Hydrogenated Fat'.
Paul Feery, marketing manager for Eatwell said: "We are dedicated to building the Feasters brand and the sponsorship of Supermarket Sweep offers a great opportunity to increase our profile with a highly relevant partnership.
"It also coincides nicely with the launch of our re-packaged products which following significant consumer research, were redesigned to communicate key product messages to consumers".
The Eatwell brand is wholly owned by ABP, one of the UK's largest suppliers of fresh and frozen meat products to retailers, manufacturers and caterers.
Eatwell recently extended its Feasters range with a selection of microwaveable baguettes available with a choice of steak and onion, ham and cheese and chicken tikka fillings.