The six-month tie-up, Nik Naks' first sponsorship, begins with the first episode of 'The Osbournes', due to air here at the weekend on MTV.
'The Osbournes', which has attracted rave reviews in the US for its fly-on-the-wall portrayal of eccentric rock star Ozzy Osbourne and his family, is MTV's most-watched show ever.
Golden Wonder hopes the deal will support a doubling in size of the 拢32m Nik Naks brand over the next five years.
Nik Naks competes with brands such as Hula Hoops, owned by KP Snacks. It has a 4% share of the UK snacks market.
A series of animated TV idents have been created in-house by MTV, and will be supported by online, SMS and merchandising activity. The deal was negotiated by Starcom Motive.
Golden Wonder put more than 拢25m behind its key brands, including Wotsits and Wheat Crunchies, last year.
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