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A Merseyside man who enjoys spam so much that he changed his middle name to “I Love Spam” has been unveiled as the new face of the brand.

And Mark Benson, 41, also revealed how he is waiting for a new passport listing “I Love Spam” as his legal middle name.

The disability support worker, from Halewood , says his wife didn’t believe him when he announced that he planned to change his middle name in honour of his favourite food – and she was shocked when he arrived home one day with the deed poll documents.

Mr Benson said: “I eat Spam three or four times a week. I do all the recipes and sometimes I make up my own as well. I changed my middle name two years ago. It used to be William. My wife didn’t think I was serious at first, but I just went and changed it.

“Now I’m waiting for a new passport. This will be my first one with my new middle name on it.

“There are pictures of me when I was two years old enjoying a Spam sandwich. I love it.”

Mr Benson’s two grandfathers, nan and uncle all used to work at the Newforge Foods factory in Gateacre where Spam was produced from 1941 to 1998.

This year marks 75 years since the first can of Spam was manufactured at that factory, so Spam is heading off on a UK tour to celebrate.

The Spam Can Tour was launched by Mr Benson at Liverpool ONE yesterday.

The tour will be on Paradise Place in Liverpool ONE from 11am to 5pm, today and tomorrow.