I&J introduces a new hero, Iron Jay, the World Crunch Champion. Iron Jay, who is also known as 'Mr Irresistible', likes only one thing more than wrestling - I&J's delicious Crispy Battered fish. In fact, Iron Jay believes that I&J Crispy Battered Fish has given him the strength to climb to the very pinnacle of the wrestling world to become the World Crunch Champion.