Mornflake has thrown its weight behind one of the country’s biggest programmes of triathlon events taking place across the country over the next few months.
More than 10,000 competitors took part in last year’s UK Triathlon series and were kept fuelled by the breakfast giant’s top selling porridge products as they swam, cycled and ran to medal glory.
Now organisers at UK Triathlon headquarters in Wybunbury expect to top that figure in 2019, with record numbers already registered for the charity and children’s races.
Breakfast giant Mornflake, based in Crewe, is backing the whole programme of 21 events up and down the country to October.
The company, Britain’s top Miller of Mighty Oats since 1675, is sponsoring medals and race bibs and will boost energy levels with porridge goody bags.
It hopes to encourage people of all ages and abilities to swim, cycle and run to the finish line over the spring and summer months with events not only for the super-fit but for first-timers, children and charity fundraisers.
May 11 will see Nantwich host the UK Kids Fun Cheshire Duathlon. Children from five to 16 are encouraged to enter.
Next day will be the adult event when more than 900 competitors are expected to descend on Nantwich.
The town, home to the first UK Triathlon event 28 years ago, still remains the biggest crowd-puller of the series.
Entrants will swim distances of 200m or 500m at Nantwich Pool, followed by a 21k cycle ride and a 2.5k or 5k run ending at Barony Park where there will be family attractions.
Mornflake’s vintage van, Oatis, will be at the Barony to serve porridge.
The Ladies Pink Wave is also back on May 12 when women can take on shorter swimming, cycling and running distances to raise money for Cancer Research.
Spokesman Richard Jones said: “Mornflake is all about promoting healthy lifestyles and encouraging all abilities and ages to do what they can 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 goodness. Nowadays they are recognised as a super-food and favourite ingredient of healthy lifestyle bloggers.
“All the athletes we meet at the UK Triathlon events include porridge and other oat-based products in their diet to boost energy levels.
“Getting behind the UK Triathlon series is a great opportunity to shout about the health benefits of oats to a wide audience of families up and down the country.
“We are proud to sponsor UK Triathlon which, like Mornflake, has its roots in South Cheshire and has grown into a countrywide event series encouraging all abilities to get fit.”
UK Triathlon spokeswoman Zoe Steenson said: “It’s fantastic to have a big name like Mornflake behind our events.
“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.”
For more information on Mornflake products visit www.mornflake.com
To take part in a UK Triathlon event call 01270 842800 or visit www.uktriathlon.co.uk