Anish Vij
If you are of a certain age, you will recognise the 'Fish and a Rice Cake' video as being the source of one of the most iconic British memes of all time.
Preston bodybuilder, Danny Andrews, was the star of a 2007 clip from BBC Three documentary Baby Faced Bodybuilders, which went completely viral.
Ahead of the Mr Cumbria bodybuilder competition, the then-16-year-old famously said: "Eight o'clock in the morning I'll have fish and a rice cake.
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"At 10 o'clock, I'll have fish. At 12 o'clock, I'll have fish and a rice cake.
"At two o'clock, I'll have fish. At four o'clock - just before I train - I'll have fish and a rice cake. I'll train, I'll have me fish.
"I'll come home, have some more fish, with a rice cake, and then have some more fish before I go to bed."
That 'monologue' was the start of his internet fame and Danny has certainly been teased for it since.
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"Some people rip me saying I thought fish was brain food, but clearly it's not," he told LADbible in 2019.
Since then, however, Danny has become a seriously hench individual and has made appearances at the likes of FitXpo, dubbed the nation's biggest health and fitness convention in Birmingham.
Amid a recent appearance, the fitness fanatic has taken to Instagram to share upcoming plans for a new and exciting business venture that appears to embrace his 2007 video.
"What a day at the FIT XPO!! We wasn't going to attend because my product isn't ready for another few weeks but day one was a huge success!!" he wrote in the caption.
"We sold out of all the merchandise and I met some lovely people.
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"I cant wait for the launch to show you all what we have been working so hard on creating, I’m finally going to monetise on being the fish and rice cake guy it's been years in the making and you should see my product I'm so proud and excited.
"Just a few more weeks now!!!"
Commenting on the news, one fan said: "I love that this meme has become a personality trait and now a business opportunity, absolute class lad."
Another added: "I love that you've embraced the meme and having a laugh with it. Fish and rice cake for life."
"Massive well done mate can't wait to see the products," wrote a third.
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Whilst we don't know much about his new venture, Danny has set up a website in the meantime and has announced that the launch date is Sunday, 23 June at 7pm.