Viewers will see minute-long tasters of the series on GMTV during the launch week (January 11th – 15th), while the series will broadcast on ITV4 and simulcast on the CITV Channel, Monday to Friday 9.10am - 9.20am from January 11th.

Fronted by Sheree Murphy, the series is aimed at parents of all ages. The programmes will be supported by various experts, including Dr Hilary Jones and nutritionist Amanda Ursell.

GMTV kids business manager, Dave Murphy said: "We are delighted to welcome Chicco as the sole sponsor of The Baby Breakfast Club.

"As a brand, they offer the best in baby and pre-school products and so compliment the subject areas and discussions covered within this new series."

Chicco UK managing director David Welsh added: "This is a great partnership for Chicco. As a global company we recognise the need to expand our brand and product awareness in the UK. We feel that GMTV are the perfect vehicle to help us achieve our objectives."

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