Heavyweight boxing champ Muhammad Ali has created a new diet snack food company in collaboration with Mars, reports www.foodnavigator-usa.com.

GOAT Food and Beverage, an acronym of Greatest of All Time, is the first brand to be created for the ex-boxer since he sold the rights to his name in April in a £28.6-million deal. The company will launch a range of food and drink aimed at 16 to 24 year olds early next year.

In a bid to tackle the ongoing problem of childhood obesity in the US, each product will be less than 150 calories and fortified with vitamins and fibre. Muhammad Ali said in a statement: "It is time to pass on the values, beliefs and principles that made me a champ to the next generation of champions."

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