To tens of thousands of supporters, he will always be associated with Norwich City Football Club, but the Canaries' former chairman has swapped football for food and players for pasta.

Eastern Daily Press: ROGER MUNBY.NORWICH CITY AGAINST WOLVES.ROGER MUNBY.NORWICH CITY AGAINST WOLVES.

Roger Munby spent seven years as chairman at Carrow Road, having become a director in May 1996. That following a previous stint for almost two years in the 1980s.

But, following his departure from the club in May 2009 – the same time as chief executive Neil Doncaster stepped down – Mr Munby has returned to his first love – marketing.

Mr Munby revealed his exit from Carrow Road coincided with him being diagnosed with Crohn's disease – a condition which causes inflammation of the digestive system.

A fellow of the Chartered Institute of Marketing, Mr Munby admitted the diagnosis and his move away from the football led him to rethink what he was going to do – which was when he was introduced to two Italians with an idea.

That idea was for a new snack made of Italian pasta and Norfolk has become the taste testing ground for what are known as Pastinos.

Mr Munby, who is managing director of Saxlingham Associates market research and strategy company, said: 'I was lucky enough to be introduced to Giuseppe Martorana and Robert Perini by a third party.

'Roberto is a chef now turning his hand to the marketing element of Italian cuisine, while Giuseppe is a very successful businessman who saw an opportunity and decided to pursue it.

'Since my illness I have looked to take on interesting projects with nice people and this qualifies on both counts.'

Mr Munby spent two and a half years working on the marketing strategy for the new snack, which sees Italian pasta shipped to the UK for seasoning and frying. with the finished product packed in 150g sharing bags.

He said: 'The use of pasta in a snack like this is truly innovative – it's a world first. They have about half the fat of potato crisps and are free from cholesterol.'

The Pastinos, manufactured by Martorana Snacks, come in four flavours – Chianti and Olive, Tomato and Sweet Basil, Arrabbiata, plus Sicilian Lemon and Cracked Black Pepper – and first made it onto shelves in October 2012, with Adnams and Waitrose early supporters.

Mr Munby said: 'We presented them to Waitrose at an early stage and they saw the potential. Within months we had them in 20 or so Waitrose outlets.

'Four of those were in Norfolk – at Eaton, Wymondham, Swaffham and North Walsham. Norfolk has been a test area and they have tested very well.'

The snack is going into more Waitrose stores in the months ahead. Mr Munby, a former marketing director at Colman's in Norwich, is clearly enjoying getting his teeth back into the marketing business.

Do you have a business story? Call business editor Ben Woods on 01603 772426 or email ben.woods@archant.co.uk