Benecol is to sponsor the second series of Alan Titchmarsh's afternoon talk show, ITV has confirmed.

The six-figure partnership was negotiated between ITV Customer Relations and Carat Sponsorship, and includes broadcast, online and mobile components.

"The Alan Titchmarsh Show is a fantastic property for Benecol to be associated with and we are very excited by the prospect of working with ITV on this partnership," said Esther Van Onselen, marketing manager for Benecol Europe at McNeil Nutritionals. "In supporting the show, we are in a position to communicate the role Benecol can play in the daily lives of our core consumers, which delivers on our key objectives for 2008 and beyond."