The deal was negotiated by Nick Bampton, managing director at VBS, and Paul Lindley, founder of Ella's Kitchen and father of six-year-old Ella who features in the company's branding.
The upfront promise of airtime support for Ella's Kitchen has helped the start-up brand secure a placing in 338 Sainsbury's stores nationwide. VBS will take a percentage of product sales.
The campaign for Ella's Kitchen Smoothie Fruits drink includes one 30-second ad and two 10-second edited versions, which were made with the Advertising Marketing Partnerships division of VBS and children's specialist agency Prism Entertainment.
Bampton said: "This deal shows what can be achieved if you rip up the rule book and push for change. It is particularly satisfying to use the power of Nickelodeon to help launch such a healthy children's food."
The ads break on February 8 and will run across Nickelodeon, Nick Replay, Nick Jr and Nicktoons TV for at least eight weeks.
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