International recording artiste Shenseea and her son, Rajeiro “Raj” Lee, are the new regional ambassadors for Sunshine Snacks.

The announcement was made during a media briefing on Wednesday night at the AC Hotel Kingston.

“I’m excited and I’m definitely a fan of the brand. My son is a fan of this brand, so it will be super authentic, the fact that we are Caribbean. I’m looking forward to taking it to higher heights, y’nuh,” Shenseea told the Jamaica Observer.

Shenseea said she is looking forward to the partnership and she hopes to influence others to support the brand.

“What I am looking forward to most is that we will influence more kids and more families to support the brand in order to build a legacy. We are people of our culture, and we have to support our brands. This feels like a full circle moment, and it makes it even more comfortable for me being a part of the brand. It’s so crazy how my son really inspired me to go hard as a mom and to make my dream come true. Everybody who knew me from
Snapchat days knows that I was really fighting for my son from before and now we’re sharing a deal together. Its an amazing feeling,” said Shenseea.

A release from Sunshine Snacks noted: “As one of the Caribbean’s most celebrated artistes, Shenseea’s dynamic presence and multifaceted career journey align perfectly with Sunshine Snacks’ commitment to investing in the arts, culture, and the entertainment that unite us as Caribbean people. By partnering with Shenseea and her son Raj we’re not only celebrating the importance of family, but also championing the vibrant creativity and cultural expressions that define who we are,” the release stated.

Associated Brands Industries Limited (ABIL) is the Trinidad-based parent company of Sunshine Snacks. Now celebrating 50 years, the company has made a bold leap to continue expanding its participation and support within the music and entertainment industries.

Kathryn Innis, general manager, explained what made her company decide to partner with Shenseea and her son.

“Shenseea’s vibe, her whole confidence and her authentic nature just made us gravitate towards her. She is just genuinely liked, and we thought it would be best to make sure, while we had Shenseea, why not pull in Rajeiro. I mean he embodies what we are about, youth, vibrancy and energy, and the combination just made sense to us. And partnering with someone like Shenseea and Rajeiro is beyond what we would have expected. We’re just so honoured and excited to be a part of this journey,” she told the Observer.

Sunshine Snacks has been operating in Jamaica at its Portmore base in Naggo Head for decades.

Said Innis: “Jamaica is one of the most important markets… but the idea is to expand globally and bring our whole Caribbean vibe to the world, to bring the eclectic cultural mix to the world. And snacks, music, party, this is what we are about,” she added.

Previous regional ambassadors for the brand include dancehall artiste Busy Signal and soca veteran Machel Montano.