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The 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.

Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.

26 comments

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TRs Blurb n Blog [199 posts] 6 years ago
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I thought the person on the packet of bran flakes was Julian Clary?

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Tony Farrelly [2868 posts] 6 years ago
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you want to take that helmet off then  26

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jezzzer [329 posts] 6 years ago
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"on yer bike" - that bit of the ad is just embarrassing.

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Tony Farrelly [2868 posts] 6 years ago
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yeah, always makes me cringe too

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purplecup [217 posts] 6 years ago
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discuss.

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curdins [37 posts] 6 years ago
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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.

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jeru [7 posts] 6 years ago
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What lovely crockery.

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DaSy [688 posts] 6 years ago
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curdins wrote:

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.

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Fringe [1047 posts] 6 years ago
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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...

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Tony Farrelly [2868 posts] 6 years ago
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"whole pub" "small pub"
How many hats?  39

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Tony Farrelly [2868 posts] 6 years ago
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curdins wrote:

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.

Luckily tumbleweed is rarely spotted in The Mall

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dave atkinson [6214 posts] 6 years ago
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why had you taken the bran flake boxes to the pub? so many unanswered questions...

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james-o [235 posts] 6 years ago
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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  1

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Fringe [1047 posts] 6 years ago
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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...

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Fringe [1047 posts] 6 years ago
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tony_farrelly wrote:

"whole pub" "small pub"
How many hats?  39

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

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Tony Farrelly [2868 posts] 6 years ago
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My word, that's a lot of Bran Flakes

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Simon_MacMichael [2450 posts] 6 years ago
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Reissue of Spode 'English Flowers' pattern from 1830s  26

The missus bought quite a bit of it when we discovered the factory outlet on an outing to Worcester.

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Fringe [1047 posts] 6 years ago
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tony_farrelly wrote:

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..

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Tony Farrelly [2868 posts] 6 years ago
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Sounds like Fringe gets his Bran Flakes from a factory outlet too  4

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Tony Farrelly [2868 posts] 6 years ago
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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.

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Tony Farrelly [2868 posts] 6 years ago
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actually… I could murder a bowl of Bran Flakes. The power of subliminal advertising eh?

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Fringe [1047 posts] 6 years ago
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they aint like i remember.. more like cardboard squares with sugar

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cactuscat [284 posts] 6 years ago
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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!

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Tony Farrelly [2868 posts] 6 years ago
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Fringe wrote:

they aint like i remember.. more like cardboard squares with sugar

I think you'll find that's Shreddies

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Simon_MacMichael [2450 posts] 6 years ago
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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  4

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Simon E [2682 posts] 6 years ago
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more like cardboard squares with sugar

They've always been the same, just like Corn Flakes, devoid of any nutritional value.  2 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).