Willoughby, who presents ITV shows such as Dancing on Ice and This Morning, will present Meet the Parents, which ITV Studios Global Entertainment will sell internationally.
The format sees singletons ask potential suitors’ parents questions to determine if they are a good match.
“We all know how embarrassing parents can be and nobody knows you better than they do. I can’t wait to hear what humiliating secrets they’ll be revealing and see who will regret leaving their love life in the hands of their parents,” said Willoughby.
ITV head of comedy entertainment Peter Davey commissioned the show, which Lee Connolly and Ben Kelly is executive producing.