'Dinner Doctors', fronted by Anneka Rice, provides quick and simple recipes for busy mums using products that are already likely to be in a family home's cupboards.
On several occasions products that Heinz manufactures were mentioned on the show, such as beans and pasta, which were also featured in Heinz's sponsorship idents, triggering an investigation by broadcasting watchdog, the Independent Television Commission.
The ITC questioned whether Heinz was a suitable sponsor for the programme because the brand produces the same kind of food featured in 'Dinner Doctors'.
It said it was also concerned that the content of the programmes and statements from Heinz in the press created the "overall impression that 'Dinner Doctors' was promotional" for Heinz products.
The terrestrial broadcaster Five denied the allegations, providing evidence to the ITC that the commissioning and editorial process of the show had been kept separate from Heinz.
The broadcaster also proved that the sponsor had no involvement with the selection of the families that appeared in the programmes, the recipes featured or in any part of the production process.
Five said that of the 200 ingredients used across the series, only five were of a type made by Heinz.
It added that many companies manufacture the same type of products as Heinz and the use of these products in the programme was for the benefit of the viewer who would already have them in their cupboards, rather than to promote Heinz.
The ITC issued a warning to broadcasters that when the sponsor of a programme is associated with products being used in a show, it would always raise questions about the editorial integrity of the programme.
It said in this case "the generic references to the sponsor's products came very close to having an overall promotional effect for Heinz, contrary to the Code of Programme Sponsorship".
However, it said it would be concerned if this relationship was taken any further.
The ITC said it would not wish to discourage broadcasters from seeking alternative sources of programme funding, such as advertiser-funded programmes and, in light of the evidence, the watchdog accepted that the programme did not breach the sponsorship code.
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