A young entrepreneur from Tunbridge Wells has recruited footballer-turned-movie-hardman Vinnie Jones to promote his new product.

Tom Lock, 26, from Mount Ephraim, founded his business, The London Crisp Company, earlier this year, using crowd-funding to finance the launch.

But the former Judd School pupil is already looking to take on the market leader Walkers with his special brand of “Salt and Vinnie-gar” crisps.

Mr Lock said: “Walkers famously use Gary Lineker to promote their product.

“But Vinnie is just right for us. He is very much associated with London, having won the FA cup with Wimbledon, which ties in with our being the London Crisp Company, and it just so happens that he loves crisps.”

Mr Lock met the former Welsh mid-fielder through a friend of a friend.

He said: “Vinnie was very up for the idea.

“As well as being the face of our Salt and Vinnie-gar crisps, he’s agreed to be our global ambassador and will be appearing in advertising and promotional activities over the coming months.”

The fact that Vinnie Jones also captained Wales, our only remaining home team in the Euros, should do no harm either.

The London Crisp Company’s other snacks include Shoreditch Cheese and Onion, Greenwich Prawn Cocktail, Soho Sea Salt, and Camden Sweet Chilli.

Mr Lock said: “We’re thinking of expanding into popcorn shortly and we are putting our heads together for an appropriate star to promote that.”

London Crisps are available in Fullers pubs, Tesco Metro, Selfridges and Asda stores.