Vinnie Jones crisps

L-r: Head of sales Gary Mesiano, Vinnie Jones, and founder Tom Lock  

Ex-football hardman Vinnie Jones has swapped crunching tackles for crunching snacks after he signed up as global brand ambassador for The London Crisp Company.

Jones, who went on to have a successful Hollywood acting career in movies such as Lock, Stock & Two Smoking Barrels and Snatch, has even had a special edition flavour named after him - Salt & Vinnie-gar.

As well as fronting his own flavour, Jones will be appearing in advertising and promotional activities over the coming months.

The London Crisp Company's range, which are hand cooked in the capital from locally sourced potatoes, are on sale in branches of Tesco, Asda and Waitrose, as well as Selfridges Food Hall, Fullers pubs and Percy Ingle Bakeries.

'Britain's best loved hardman is the perfect inspiration for the London Crisp Company's classic flavour,' said company founder Tom Lock. 'Our Salt & Vinnie-gar crisps are a no-nonsense flavour with a classic crunch, and Vinnie's links with London (he was born and raised in Watford, and had two playing spells with Wimbledon FC and one with QPR), make him our ideal partner as we look to grow to expand internationally and become a major player in the UK snack market.

'As well as being the face of his very own flavour, he will also be appearing in advertising and promotional activities over the coming months.'