A diet firm is planning to expand into Mexico ahead of a push into the US.

Forza Supplements, based in Ashford, is going on a trade mission to the central American country this month in a bid to boost sales, which have reached £5 million this year.

The firm, whose diet capsules are sold in Boots, Tesco, Superdrug and many other retailers around the world, is set to meet multi-nationals such as Costco, which already sells Forza products in the UK, and several Mexican pharmacies.

The push on the other side of the Atlantic comes after it signed a separate agreement to stock its products across south-east Asia.

The new overseas deals have been negotiated by director of sales Matt Banks-Crompton, who is heading to Mexico City for a week on June 28, on a trip supported by Santander and UK Trade and Investment.

He said: “We are very excited to be going to Mexico with seven other British firms to explore new markets, attract new customers and hopefully bring new jobs back to Kent.

“This is part of a period of major international expansion for the brand which will see Forza appearing in American pharmacies by the end of the year.

“Americans buy more diet products than any other nation in the world, but we thought it was best to test the market in its neighbour Mexico before heading to the States.

“We feel that the US consumers will respond well to our well-targeted celebrity-based marketing.”

Forza, which sells bottles of 90 capsules for about £20, is endorsed by various reality star celebrities from shows like Made in Chelsea and the Only Way Is Essex.

Bosses travelled to Mallorca earlier this month for a beach shoot and video with 22-year-old Chloe Goodman, who appeared on this year’s Celebrity Big Brother.

Managing director Lee Smith said the model had been a big sales driver for the brand.

He said: “We had a wonderful time in Mallorca and the pictures and video we shot were very well received.”

He added: “Forza products are now sold in more than 10,000 outlets. There is still much work to be done in the UK but we see overseas expansion as the key sales driver over the next two years.”