Bollywood's very own 'Tiger' Salman Khan has been roped in to endorse Britannia's Tiger biscuits.

The actor, who recently scored a six with "Ek Tha Tiger" at the box office, is happy with his latest tie-up.

"I am very happy to be representing a brand like Britannia Tiger as it reaches out to kids. The very mention of Britannia brings their famous jingle 'ting ting ting ting' to my mind. I really look forward to a happy and successful association, " Salman said in a statement.

The 46-year-old is considered to be a "great fit" for the brand, says Anuradha Narasimhan, category director, health and wellness, Britannia Industries Limited.

"We found a great fit for Britannia Tiger with Salman Khan - someone who is extremely passionate about fitness and a healthy lifestyle, and equally passionate about children and their association will take our brand to new heights, " said Narasimhan.