Young's has struck a deal with GO3 and David Beckham to launch a new healthy range of fish products to coincide with the World Cup.
The Beckham and GO3 brands teamed up several years ago with the aim of making everyday meals healthier.
Now GO3 omega-3 will be added to fish products to give them an additional health boost. Five of Young's family favourites will have increased levels of omega-3: Young's Fish Fingers, Flipper Dippers, Cod Cakes, Admiral's Pie and Mariner's Pie.
Young's will support the launch with a multi-million pound integrated marketing campaign including new packaging that will feature the face of the iconic sportsman.
The new packaging will also include a competition to win an exclusive meet-and-greet with David Beckham.
In-store support for the new range will include £1 promotional packs during the World Cup as well as fully branded point of sale and car park banners.
Mark Escolme, md of Young's, said: "With the support of the world's best-known sportsman and dad, the new Young's GO3 range will help develop a greater understanding around the benefits of frozen fish and omega-3 while growing and supporting the whole category."
The new range has been listed in Tesco, Asda, Morrisons, Sainsbury and Co-operative Group stores since mid-May.