Louis Smith Yushoi Snapea

Snack brand Yushoi Snapea has signed up Olympic gymnast and Strictly Come Dancing champ Louis Smith as the face of its £1m marketing campaign.

Smith will take part in a range of activity for the green pea-based rice sticks, which launched in June with 21g single serve formats, multipacks and 105g sharing bags. The snacks, positioned as a healthy alternative to crisps, contain 99 calories per serving and are high in fibre and protein, vegan and nut free.

Yushoi said the campaign would include advertising, PR, social media, experiential and trade shows.

1.8m products have also been assigned to an sampling campaign taking place at train stations, in shopping centres and at food and drink events nationwide.

“Louis is the perfect brand partner for Yushoi Snapea rice sticks,” said Dave Wilson, marketing director at brand owner Calbee UK. “We didn’t want to collaborate with someone who didn’t share the same values as we do or who would come across as a tenuous brand fit.

“Not only is Louis well-known and liked but he is also able to reiterate the importance of having a healthy balanced diet. He really does live and breathe our philosophy that consumers should have a healthier alternative as opposed to high fat snacks and fried crisps.”

“The market is changing and consumers are now demanding more than your typical packet of fried crisps,” said Smith. “People are going out of their way to get hold of healthier alternatives that they can enjoy as part of a balanced diet.”