Kellogg’s UK has signed a marketing deal with Olympic cyclist Chris Hoy to promote its Bran Flakes cereal brand.

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The Scot, who won last night’s (14 December) BBC Sports Personality of the Year award, will feature on boxes of Bran Flakes and in TV adverts from January in a bid to encourage men to eat a “healthier” breakfast.


Kellogg’s said it believes Bran Flakes can become the “Special K for men” due to its “whole body health benefits”.


Hoy became a household name after winning three gold medals in Beijing in 2008. The sponsorship is a two year deal with the option to extend to 2012.

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