The programmes feature Alan Clyne, champion squash player and Olympic swimmer Hannah Miley talking about the importance of a healthy balanced diet, and the difference it makes to their training.

The one minute slots will be shown on STV before the programmes at 5, 6, and 6.30pm Monday to Friday, before the programmes showing 10.30 Wednesday and Thursday and 4.00 and 5.00 on Sunday.

Laurent Vernet, Head of Marketing for QMS said: “Our sponsorship of this healthy eating strand enables us to reach key shoppers in large numbers and is well aligned with the healthy attributes of pork.”

The programmes are to be supported by a fresh series of posters and point of sale material in supermarkets and independent retailers.

Laurent said: “Figures from independent research firm Kantar Worldpanel show that in Scotland in the year to 27 December 2009 the volume of fresh pork sold in Scotland jumped 6 per cent to top 11,500 tonnes. Ensuring the Scottish industry continues to benefit from this renewed interest in pork is a priority for QMS."