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Breakfast Firm Helps Triathlon Entrants Sprint to Finish Line

UK Triathlon event director Vic Bickerton and Erin Mooney from Mornflake’s sales and marketing department

Mornflake is supporting one of the country’s biggest programmes of triathlon events as it campaigns to boost the nation’s health and wellbeing during the pandemic.

The Crewe-based national brand, currently appearing on ITV with a series of peak-time commercials, is top sponsor of the UK Triathlon series which encourages people of all ages and abilities to swim, cycle and run at events up and down the country.

More than 10,000 competitors took part in last year’s series and were kept fuelled by the company’s top selling porridge products as they competed for medal glory – or just for the fun of taking part.

Now organisers at UK Triathlon headquarters in Wybunbury, near Crewe are pressing ahead with a programme of 21 events between now and next summer following guidelines for social-distancing and spectator numbers.

Mornflake managing director John Lea said: “Mornflake is all about promoting healthy lifestyles and encouraging people to eat well and exercise.

“Throughout all our branding and marketing we encourage families to nourish their bodies with a healthy diet and include oats. For centuries, they have been enjoyed for their wholegrain goodness but now more than ever they are essential to supporting a strong immune system.

“Getting behind the new series of event is a great opportunity to shout about the health benefits of oats to a wide audience of families but also to celebrate those who set themselves the challenge of taking part.”

Mornflake produces a wide range of health-packed porridge, granola and muesli products including Organic Oats approved by the cholesterol charity Heart UK and Fibreful Oatbran Porridge. With double the fibre of rolled oats, the new product line is endorsed by the digestive health charity Guts UK.

The company, Britain’s ‘Miller of Mighty Oats’ since 1675, is sponsoring UK Triathlon medals and race bibs and will boost energy levels with porridge goody bags.

Events include challenges not only for the super-fit but for first-timers, children and charity fundraisers. Next in the series is a Birmingham half marathon, 10k and family 5k on October 18. Registration is already open for 2021 which includes two Nantwich events in May and the return of the popular Fun Duathlon for children.

UK Triathlon spokeswoman Zoe Steenson said: “It’s fantastic to have a big name like Mornflake behind our events, this year more than ever. We were on tenterhooks for months not knowing which events would go ahead. Thankfully, organised sports events fall into a different remit than social gatherings and, providing they comply with social distancing, are exempt.

“Race reports from the ‘Official British Triathlon Referee’ along with feedback and reviews from competitors have been amazing for the last few events and we have been overwhelmed with the kind words.We are just so happy to be back doing what we do best and putting on events, in a safe environment, for all to enjoy.

“We pride ourselves on building long-lasting relationships with our partners and Mornflake is a great fit with our ethos of encouraging all abilities to take on a fitness challenge and feel the thrill of reaching the finish line. Competitors love the products and treasure their medals.”

For more information visit Mornflake.

To take part in UK Triathlon events and for safety requirements call 01270 842800 or visit UK Triathlon.