Nestlé Rowntree is in talks with ITV to sponsor the next series of Pop Idol.
A Nestlé Rowntree spokesman said any deal would be the "biggest UK TV sponsorship" to date, but added that reports of a £6m agreement between the company and television bosses were "premature".
"We are still going through the fine details," he added.

venture adds value
Staplemead Dairy Products, the new joint venture between Express Dairies and Milk Link, has started to supply Sainsbury with a range of Be Good To Yourself custards ­ the first new added value product produced by the joint venture.
Milk Link is responsible for production at its Staplemead creamery and raw milk supply, and Express runs research and development, sales and marketing.

US inspection deal
US food safety inspection company AIB International will perform the British Retail Consortium's food safety and food security audits on companies in North and Central America, after signing a deal with BRC certification auditing company PAI.
The BRC audits are a requirement for overseas companies that want to supply the European food retailer networks.
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