West Yorkshire manufacturer, Calbee, is launching a new snack brand, Yushoi Snapea Rice Sticks, with a £1m year-long campaign.

Yushoi Louis Smith 2 - MedIt will be fronted by Olympic gymnast, Louis Smith MBE and backed by advertising, PR, social media, experiential, trade shows and sampling.

“Louis was the perfect brand partner for this activity. Not only is he well-known and liked but he is also able to reiterate the importance of having a healthy balanced diet. After months of planning we are looking forward to disrupting the market with something that is completely new,” explained Calbee UK’s marketing director, David Wilson.

“We wanted to make a statement when we launched and show that we have a real alternative that is better for you.”

Wilson added that 1.8m products will be given away at train stations, shopping centres and food and drink events this year alone.

It will hit shelves from mid-June.