The London Crisp Company has launched a new special edition ‘Salt & Vinnie-gar’ range inspired by former Welsh footballer Vinnie Jones.
Jones has been appointed as the company’s global ambassador and as well as being the face of the Salt & Vinnie-gar range, he will also be appearing in advertising and promotional activities over the coming months.
The appointment of Jones marks a successful start to the year for the brand which also landed a deal to supply Fuller’s Pubs with its London inspired snacks earlier this year.
The company is now on target to achieve its aim of quadrupling its output over the next six months to an impressive 80,000 packets per week.
“Our aim was to start small, establish the brand, and grow our market share by associating ourselves with a pub chain which exemplified our London credentials,” said founder and CEO Tom Lock.
“Thanks to the support and exposure we have received from Fuller’s, we are now in a strong position to grow the brand both in terms of production and also distribution on a national and even international level.”
Lock is also hoping that the success of the Welsh national team in the Euro 2016 tournament will help further increase the impact of their latest marketing campaign.
He added: “Britain’s best loved hard-man is the perfect inspiration for the London Crisp Company’s classic flavour.
“Our Salt & Vinnie-gar crisps are a no-nonsense flavour with a classic crunch, and Vinnie’s links with London and Wales make them an ideal snack to enjoy during matches.”
The London Crisp Company is part of AP Brands, launched by Lock in 2011, which includes the Awfully Posh Pork Crackling brand and the company is currently developing range of London-inspired popcorn to be launched in the New Year.
As well as Fuller’s London pubs, Lock has also secured contracts with multiple retailers, with product currently available in London branches of Waitrose, Tesco and Selfridges.
The crisps are hand-cooked in London, using potatoes sourced from as close to the capital as possible.
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