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England cricket legend Ian Botham is to follow in the footsteps of

actor Paul Newman and photographer Linda McCartney by lending his name

to a range of food.

Botham's nickname - Beefy - will appear on a new range of frozen meat

products to be launched next month, alongside a picture of the

sportsman.

The range will aim to compete with premium products at mid-range

prices.

The Beefy's range, which will go on sale in supermarkets around the UK,

includes beefburgers, pork sausages and steak pies. It will be

manufactured by Perkins Frozen Foods, which sells the Premier and

Fellside brands.

Botham's involvement was handled by Mission Logistics, the events and

sports marketing agency of which he is chairman (Marketing, January 6,

2000).

Mission, which is backed by The Interactive Agency, was launched last

year as a strategic consultancy.

The agency designed the Beefy's packaging and is planning a series of

events to promote the brand.

Perkins UK sales director Bill Sibbett said the firm was currently in

talks with the major supermarket chains about stocking the Beefy's

range.

He added that marketing arrangements would be finalised in the coming

weeks.

Botham said: 'Having been involved in the process from tasting to

design, I am thoroughly pleased with the quality and size of the

portions.'