The high-street store, which hasn't exhibited at the event since 2004, will sponsor an interactive show feature and promote its Christmas range, along with its sustainability strategy, Plan A.
The news comes as regular sponsor Sainsbury's has announced that it will continue to support the main theatres at each of the BBC Good Food Shows, including the BBC Summer Good Food Show, BBC Good Food Show Scotland, MasterChef Live and BBC Good Food Show Birmingham until 2011.
"At Sainsbury's we believe that MasterChef Live and the BBC Good Food Shows provide us with an excellent opportunity to engage with and inspire both new and existing customers, in a relaxed and relevant environment," said Sainsbury's external event and sampling manager Samuel Egginton.
BBC Haymarket Exhibitions managing director Laura Biggs added: "We are absolutely thrilled to see the return of these two superb brands to our shows. With their sponsorship we are able to provide fantastic show content that will delight and inspire our visitors."
To leave a comment register and let us know your thoughts.