The champion heavyweight boxer is set to bring out his own line of ready meals with the budget retailer.
Iceland bosses have applied to the UK Patent and Trademark Office regarding a range of healthy food, drinks, sauces, supplements, cereal bars and protein shakes sporting the boxer’s name.
Fury, who consumes 5,000 calories per day as part of his heavyweight diet, famously lost 125 pounds (eight stone) in just two years during his recovery from depression and addiction.
The fighter went on to triumph over a string of opponents including Otto Wallin and Deontay Wilder and is currently Heavyweight Champion of the World.
Fury got in shape with his diet after teaming up with nutritionist George Lockhart, who is responsible for keeping Fury on track with his healthy eating, and ensures that he consumes at least one piece of fish, chicken and red meat in each of his six daily meals.
“My diet was the most important thing,” Fury has said of his enormous weight loss. “You can train like a Trojan warrior but not eat right and take three steps forward and two and a half back.”
“Tyson is a freaking Lamborghini and we fuel it up the right way,” nutritionist Lockhart has said of the athlete’s regime.
The move follows claims made by Iceland’s ex-managing director Nick Canning in 2016 that the modern consumer is “less interested in celebrity partnerships’, and that the retailer was looking to move away from high profile hook-ups in favour of using “real mums” to appeal to customers.
Iceland had previously teamed up with the likes of Kerry Katona and Peter Andre on its advertising campaigns, and held a multi-year sponsorship deal with I’m a Celebrity… Get Me Out of Here!, appearing in the prime time TV show’s commercial breaks.
Canning left the company in 2017 following a managing shake-up and the frozen food chain has since upheld its celeb amnesty, until now.
