- News
- Reviews
- Bikes
- Accessories
- Accessories - misc
- Computer mounts
- Bags
- Bar ends
- Bike bags & cases
- Bottle cages
- Bottles
- Cameras
- Car racks
- Child seats
- Computers
- Glasses
- GPS units
- Helmets
- Lights - front
- Lights - rear
- Lights - sets
- Locks
- Mirrors
- Mudguards
- Racks
- Pumps & CO2 inflators
- Puncture kits
- Reflectives
- Smart watches
- Stands and racks
- Trailers
- Clothing
- Components
- Bar tape & grips
- Bottom brackets
- Brake & gear cables
- Brake & STI levers
- Brake pads & spares
- Brakes
- Cassettes & freewheels
- Chains
- Chainsets & chainrings
- Derailleurs - front
- Derailleurs - rear
- Forks
- Gear levers & shifters
- Groupsets
- Handlebars & extensions
- Headsets
- Hubs
- Inner tubes
- Pedals
- Quick releases & skewers
- Saddles
- Seatposts
- Stems
- Wheels
- Tyres
- Health, fitness and nutrition
- Tools and workshop
- Miscellaneous
- Tubeless valves
- Buyers Guides
- Features
- Forum
- Recommends
- Podcast
OPINION
Oi! Hoy! What about the Bran Flakes?
Thu, Oct 15, 2009 13:00
26
Bran FlakesThe Guardian carried an interview with Sir Chris Hoy last week, ahead of today’s launch of his autobiography. It’s always nice to see reports about cycling in the national press, so after fixing breakfast, I settled down to read it.
The article gave a revealing insight into the four-time Olympic gold medallist’s daily routine prior to the accident last February that has sidelined him for much of this season.
“I’m used to getting up in the morning, training, having my lunch, training, having my dinner and going to bed. That's pretty much it”.
Such is the less-than-glamorous side of a champion track cyclist’s life. But wait a minute. There’s something missing there, surely? What about the most important meal of the day?
Sir Chris’s face beams back at me from the Kellogg’s Bran Flakes box. Maybe the breakfast cereal is suitable for all meal occasions, and he scoffs it for lunch and dinner? Not according to Kellogg’s website, which puts Bran Flakes firmly in the breakfast camp, saying “Chris likes to start his day with a delicious bowl of Kellogg’s Bran Flakes.”
Desperate for confirmation that I am following at least part of the diet that has helped Sir Chris to world and Olympic glory, I wonder whether the Guardian has excised breakfast references from its story? If he has told them “I like to start the day with a delicious bowl of Kellogg’s Bran Flakes,” that’s bound to have been cut from the final copy, since the paper isn’t one that embraces overt plugging of products.
Helpfully, there’s a video of the interview on the Guardian website. Unhelpfully, it doesn’t include the passage in question.
And so, we are none the wiser. Is Bran Flakes really the breakfast of champions? Does Sir Chris actually sit on the benches at the Manchester Velodrome munching away on a bowl or two before taking to the track? Does he really tell passing kids to get “on yer bike” when they offer to race him? Has Kellogg’s marketing department given him an earful about his omission, if such it was?
Forget who-is-and-isn’t doping, whether Lance can win an eighth Tour de France, rumours that Dennis Menchov is having stabilisers fitted to his 2010 bike, or Team Sky’s prospects for next season and whether Wiggo will be with them or Garmin-Slipstream – I think I might have just stumbled upon the most burning question in cycling today.
Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.
More Opinion
Latest Comments
- Johnny Rags 11 min 28 sec ago
Fair point, but people will always find time or money for their hobbies. And cycling can double as a cheap means if transport which actually saves...
- Rik Mayals underpants 19 min 34 sec ago
Here's my cycling related Christmas gift. Beautiful enamel garage sign to go above my Campagnolo Super Record RS equipped Colnago.
- Rendel Harris 4 hours 27 min ago
No idea if Cancellara was using a motor or not, I hope not as I greatly enjoyed him as a rider, but the tech was certainly available, I can...
- wtjs 6 hours 5 min ago
Fair enough:...
- SecretSam 7 hours 16 min ago
Usual ugly Pinarello, bumps and curves where they aren't needed. And, according to Mapdec, not well built.
- Rome73 9 hours 23 min ago
That's not strictly true - Reform will legalise immigrant baiting, trans bashing and tar and feathering of anyone woke. Loads of fun for all the...
- Rendel Harris 9 hours 10 min ago
What's a "legitimate cyclist" please? Someone who doesn't conform to your arbitrary norms? At the age of 56 I admit that you have 13 years more...
- mattw 23 hours 59 min ago
This risks turning me into a hanger and flogger....
- Spangly Shiny 1 day 5 hours ago
I had the pleasure of owning two of the featured builders here, in my history. When I joined the Army in 1971, I took with me my curly Hetchins:...
Add new comment
26 comments
They've always been the same, just like Corn Flakes, devoid of any nutritional value.
The ingredients have been processed so thoroughly they no longer bear any resemblance to any kind of food source.
It seems a lab experiment backed up what my Dad used to say - that there's more nutrition in the box than the cereal. I would be more than suprised if Chris Hoy eat Bran Flakes every day (except for contractual purposes).
Shame that newspaper editor turned late-night TV host Andrew Neil misinterpreted Ian Botham's three-shredded-wheat-a-morning advice and stuck them on his head instead of in the cereal bowl.
Actually, there's a trend here, when it comes to endorsing breakfast cereal... Sir Ian Botham, Sir Chris Hoy... I reckon Tony the Tiger's got to be up for a knighthood in the New Year's Honours
Why spend money on expensive bran flakes? simply scrape some bark from the trees in your garden, add sugar and milk to taste, and there you go!
they aint like i remember.. more like cardboard squares with sugar
I think you'll find that's Shreddies
actually… I could murder a bowl of Bran Flakes. The power of subliminal advertising eh?
Too right it is… we might actually have tiffin, although I've just been given some home made chocolate fudge. Yum, that'll be lunch then.
Sounds like Fringe gets his Bran Flakes from a factory outlet too
My word, that's a lot of Bran Flakes
yeah, cant stand 'em myself now..
isn't tiffin time at road.cc towers? whats on todays menu..
Hoy / Kellogs are right about the French and pastries though.. ever tried a long day over a few cols on a brekky of croissants? makes me feel ill again thinking about it
vague intentions to make said 'hats',(just never thought we would do it) after me and a mate 'found' the empty packets in our recycling space, (under the kitchen table)..we were art students at the time..is that an excuse?!!
somewhere there may be some pictures...
why had you taken the bran flake boxes to the pub? so many unanswered questions...
"whole pub" "small pub"
How many hats?
small pub i spose, but rammed. vague guess 50 plus hats.. it was a long time ago.
we did eat a lot of BF at the time, for a good 18 months..lota boxes
several years ago i ate and collected (unintentionally) so many Bran Flakes packets that i was able to make 'bran flake box' hats for a whole pub at new years eve in a small pub in 'tally bont, wales..
not really relevant i know but there ya go...
What lovely crockery.
Reissue of Spode 'English Flowers' pattern from 1830s
The missus bought quite a bit of it when we discovered the factory outlet on an outing to Worcester.
I have to confess that I shouted the dreadful "Oi! Hoy! Race ya!" at him when I saw him crossing The Mall in civvies at the Skyride last month. Couldn't resist, even though it undoubtedly made me look like a complete berk. Fortunately he had the courtesy to play the game and respond with "On yer bike!", and no doubt saved me the embarrassment of a deafening silence in front of hundreds of other riders. Thanks Chris.
That reminds me of that Father Ted sketch when Dougal convinces Ted to shout "I don't believe it" at Richard Wilson...you seemed to get a better response though.
Luckily tumbleweed is rarely spotted in The Mall
discuss.
hoyclary.jpg
yeah, always makes me cringe too
"on yer bike" - that bit of the ad is just embarrassing.
you want to take that helmet off then
I thought the person on the packet of bran flakes was Julian Clary?