Nature Valley has announced Britain’s top female tennis player, Johanna Konta, as its first UK brand ambassador.

The link-up demonstrates Nature Valley’s continued endeavour towards British tennis as a key brand driver following its position last year as the Official Snack Bar of the Lawn Tennis Association (LTA) and Official Partner of the ATP World Tour Finals in London.

Konta has been British #1 since October 2015, and broke into the world top 10 in 2016 and was voted WTA’s most improved player following a semi-final run at the Australian Open and winning her 1st WTA Premier Event among others. Konta was also the first British player to be seeded in the Ladies Singles at Wimbledon in over 30 years as she took the #16 spot.

Earlier this year, Johanna Konta was nominated by the LTA as the lead face for British Tennis summer events and an ambassador for its Tennis for Kids and British Tennis Membership program.

Nature Valley’s Protein bars (RRP £2.89) give snackers additional benefits that also help tap into the male audience and as the only gluten-free bars in the Nature Valley portfolio, they appeal to coeliacs as well as the growing number of consumers who pick a gluten-free lifestyle. They also contain 20% of your daily protein needs with 10g in each 40g bar.