Electronic cigarette brand 10 Motives has appointed Zeus PR and signed up former footballer Neil Ruddock to support its launch into Tesco stores this month.

The Manchester and Cheshire PR firm has signed up former Liverpool defender and 'I'm a Celebrity..' contestant Neil 'Razor' Ruddock to front the launch.

Ruddock (pictured) will be appearing at some Tesco stores to promote the brand, which is marketing itself as a healthier alternative to standard cigarettes.

Anthea Fosti, managing director of Zeus PR, said: "10 Motives is 100% legal to smoke indoors, doesn’t contain cancerous tar or toxins, yet satisfies nicotine cravings, so we are expecting a great response when we go live with the press and social media campaign from next week.”