As the Sochi Winter Olympics continue to excite ice fans and human rights campaigners, one brand has cleverly got in on the action.

The Saucy fish Co has rebranded packs ‘The Saucy Olympian Co’, and placed its logo on - haha! - a skate. This follows its equally astute ‘Saucy Doctor Co’ packs, which marked Doctor Who’s birthday last year. Smart.