The pub snacks market has been shaken up with the launch of Harry's Nuts!, a new Fairtrade brand.
Harry Hill, star of TV Burp and You've Been Framed, hopes the brand will become a mainstay of pubs - and has put his reputation as a family entertainer on the line with a nearly-nude pub snack card.
Launching the Harry's Nuts! salted peanut brand in the Rainforest at London Zoo, Harry modelled a life size version of the pub card. He said he expected the bag covering his underpants to be the most popular - "but they'll have to start from the top and work their way down."
Having started his comedy career in pub venues, Harry is a big supporter of the trade. "I know many pubs are finding things tough at the moment," he said. "Pubs are the market we're aiming for - we don't see this as a supermarket brand."
The nuts are bagged and distributed by Fairtrade nut company Liberation, which is part financed by Comic Relief. The carded bags are sold in 50g packs.
Harry will make no money from the venture - Liberation is 45 per cent owned by the farmers who produce the nuts in Africa and Latin America, and the aim is for as much revenue as possible to go back to the growers.
Ceri Wilmott, managing director of Liberation, said: " It's great to have a personality like Harry involved. We're delighted to be working with him on the project, which will be of tremendous benefit to farmers in Malawi and Nicaragua."