Jo Beach creates brands for a living. She won the European Woman Entrepreneur of the Year Award in 2004 and is the driving force behind food brands such as Tasty Little Numbers - chocolate and crisps with fewer calories than other brands.
Her latest creation - a raisin snack for kids called Gorilla Boogers - is aimed at supporting, in its publicity and sales, the work of the conservation charity the Gorilla Organization.
Gorilla Boogers provided £40,000 of sponsorship for the Gorilla Organization's 2011 Great Gorilla Run, the largest single-brand sponsorship the charity has ever received. In return, the snack was publicised on banners, racing bibs, train advertising and approximately 80,000 flyers.
The Gorilla Organization is an international charity that aims to protect the last remaining 800 mountain gorillas in the wild by supporting projects with African partners. The charity features on packs of Gorilla Boogers and in social media publicity for the brand, which has been launched simultaneously in the UK, the US and Australia.
Planned brand extensions of cereal bars, cookies and cereals will provide financial support for the PR work of the charity, Beach hopes.
Beach says she has long wanted to help an organisation dedicated to saving gorillas after seeing the film Gorillas in the Mist in the 1980s. But there is a convergence between support for a charity and the likely success of the brand.
"I did some research and almost everyone I spoke to said that if there were two brands, they would always buy the one they thought was doing good as well," she says.