Media

20 August 2012

Hovis Toasts Gold with Olympic Medalist Victoria Pendleton

Hovis and Victoria Pendleton are celebrating the GB cycling team’s recent medal successes in the hope of getting the nation back on their bikes with the launch of the Hovis Cycle Maps website and competition. This includes a new look pack across the Hovis Wholemeal loaves featuring Olympic Gold medallist Victoria Pendleton to inspire the nation from pack to bicycle.

Hovis and Victoria Pendleton are celebrating the GB cycling team’s recent medal successes in the hope of getting the nation back on their bikes with the launch of the Hovis Cycle Maps website and competition. This includes a new look pack across the Hovis Wholemeal loaves featuring Olympic Gold medallist Victoria Pendleton to inspire the nation from pack to bicycle.

Retailers are encouraged to maximise the nation’s love affair with cycling which has led to 40% of the nation being motivated to get back on their bikes  by prominently featuring the eye-catching limited edition Hovis Wholemeal packs on shelf from 20 August 2012, which also contain an Olympic gold medal.

The smartphone-friendly Hovis Cycle Maps website has a range of 16 picturesque cycle routes across the UK supplied by leading charity, Sustrans, as well as tips from the Olympic champion herself and deliciously healthy wholemeal recipes, perfect for ‘on-the-go’ or as a quick picnic pick-me-up.  Cycle routes range from six to twenty one miles over a variety of different landscapes; from crossing over the River Avon, cycling to the heart of ‘Constable Country’ or taking in the seafront vistas of Poole Bay. The Hovis Cycle map campaign aims to encourage people to live a healthier lifestyle by incorporating Hovis Wholemeal goodness into their daily diet whilst providing the inspiration, tools and know-how to encourage consumers to get cycling.

Hovis is also giving away five Pendleton bikes, designed for females, along with a host of exciting runner up cycling gear across five weekly prize draws via facebook.com/hovisbakery, in association with Halfords.

Olympian Victoria Pendleton, says: “2012 has been a tremendously special year for me and I hope my recent successes will encourage the nation to get back on their bikes in their mission to say on track towards a healthier lifestyle. Eating nutritious wholesome food like Hovis Wholemeal, combined with regular exercise, will help you perform at your best.”

Sarah Frederickson, marketing controller at Hovis, says, “With interest in cycling greater than ever post the GB cycling team recent medal successes including Victoria Pendleton’s, we’re hoping to encourage people to lead a healthier lifestyle and challenge their inner cyclist. Using our 126 years of healthy baking expertise and taking inspiration from our cycling heritage we hope to get the nation on their bikes with our new Hovis Cycle Maps.”

Melissa Henry, Communications Director at Sustrans, adds, “Our Olympians have reminded us of the fun and freedom the humble bike can provide.  Cycling success needn’t be confined to the race track - our safe and scenic routes make it easy for everyone to get fit on two wheels.”

Visit www.hoviscyclemaps.com to view all sixteen maps and find the nearest route to you, along with exclusive tips, hints from Olympian Victoria Pendleton and prizes.

- Ends -

For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]


Notes to Editors

As Britain's largest food producer, Premier Foods is committed to being the 'Best in British Food - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelor’s, Bisto, Hovis, Loyd Grossman, Mr.Kipling, Oxo and Sharwood’s. The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.

Hovis conducted a study of 2,000 adults across the UK, findings included;

? Four in ten people in the UK (40%) have been motivated to get back on their bikes by the Olympics and Team GB’s cycling star Victoria Pendleton successes
? Eight in ten (84%) own a bike yet almost half of those (39%) admit it sits in the garage gathering dust
? The main barrier for not cycling is respondents’ nervousness of cycling on busy roads (34%)
? Nearly three quarters (73%) of respondents said they’d like to cycle more often
? Two thirds (66%) of people would be more motivated to get out on their bicycles if they were provided with easy and safe cycling routes

• Hovis Wholemeal is available from Tesco, Sainsbury's, Asda, Morrisons, Somerfield, Waitrose, Co-op, Budgens and other independent food outlets across the UK.

• Hovis Wholemeal is naturally rich in whole grain goodness, high in fibre and low in fat and sugar. We are proud to include 100% British flour and no artificial preservatives in our products. Just two slices of Hovis Wholemeal provides your daily intake of wholegrain and is rich in fibre*.

• Victoria Pendleton is a British Olympic and World Champion track cyclist and has been the face of the Hovis Wholemeal for the past three years, encouraging the nation to lead a healthier lifestyle by incorporating delicious Hovis Wholemeal and exercise into their daily routine.

• Hovis has a long established heritage in cycling, dating back to the 1899 series of Hovis Cycle Road Map & Guides for England and Wales to the now famous 1973 ‘Boy on a Bike’ TV commercial directed by Ridley Scott.

• Now over 100 years on, Hovis pays homage to their rich cycling history and original 1899 maps by working with Olympic Champion Victoria Pendleton and leading UK cycling charity, Sustrans to create the Hovis Cycle Maps website.

• Sustrans makes smarter travel choices possible, desirable and inevitable. Sustrans are a leading UK charity enabling people to travel by foot, bike or public transport for more of the journeys we make every day. Sustran’s believe that it`s time we all began making smarter travel choices. Make your move and support Sustrans today. www.sustrans.org.uk

*Experts recommend that you eat 48g of wholegrain each day - U.S. Department of Health and Human Services and U.S. Department of Agriculture (2005). Dietary Guidelines for Americans 2005. 6th Edition, Washington, DC: U.S. Government Printing Office (www.mypyramid.gov).



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