Oi! Hoy! What about the Bran Flakes?

by Simon_MacMichael   October 15, 2009  

Bran Flakes

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.

26 user comments

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I thought the person on the packet of bran flakes was Julian Clary?

It's not just about the size of your cog.

TRs Blurb n Blog's picture

posted by TRs Blurb n Blog [270 posts]
15th October 2009 - 14:14

1 Like

you want to take that helmet off then Nerd

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
15th October 2009 - 14:17

2 Likes

"on yer bike" - that bit of the ad is just embarrassing.

jezzzer's picture

posted by jezzzer [339 posts]
16th October 2009 - 8:21

0 Likes

yeah, always makes me cringe too

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 8:40

2 Likes

discuss.

hoyclary.jpg
purplecup's picture

posted by purplecup [232 posts]
16th October 2009 - 9:00

2 Likes

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.

curdins's picture

posted by curdins [31 posts]
16th October 2009 - 12:43

1 Like

What lovely crockery.

posted by jeru [7 posts]
16th October 2009 - 13:13

1 Like

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.

Complicating matters since 1965

DaSy's picture

posted by DaSy [649 posts]
16th October 2009 - 13:49

1 Like

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...

Fringe's picture

posted by Fringe [1085 posts]
16th October 2009 - 13:55

2 Likes

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

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 14:00

0 Likes

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

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 14:01

0 Likes

why had you taken the bran flake boxes to the pub? so many unanswered questions...

Dave Atkinson's picture

posted by Dave Atkinson [7506 posts]
16th October 2009 - 14:03

0 Likes

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 Smile

posted by james-o [213 posts]
16th October 2009 - 14:06

3 Likes

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...

Fringe's picture

posted by Fringe [1085 posts]
16th October 2009 - 14:09

2 Likes

tony_farrelly wrote:
"whole pub" "small pub"
How many hats? Thinking

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

Fringe's picture

posted by Fringe [1085 posts]
16th October 2009 - 14:13

0 Likes

My word, that's a lot of Bran Flakes

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 14:14

0 Likes

Reissue of Spode 'English Flowers' pattern from 1830s Nerd

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

Simon_MacMichael's picture

posted by Simon_MacMichael [8513 posts]
16th October 2009 - 14:15

2 Likes

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..

Fringe's picture

posted by Fringe [1085 posts]
16th October 2009 - 14:22

1 Like

Sounds like Fringe gets his Bran Flakes from a factory outlet too Big Grin

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 14:22

1 Like

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.

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 14:27

2 Likes

actually… I could murder a bowl of Bran Flakes. The power of subliminal advertising eh?

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 14:27

2 Likes

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

Fringe's picture

posted by Fringe [1085 posts]
16th October 2009 - 14:37

1 Like

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!

cactuscat's picture

posted by cactuscat [303 posts]
16th October 2009 - 14:57

3 Likes

Fringe wrote:
they aint like i remember.. more like cardboard squares with sugar

I think you'll find that's Shreddies

Tony Farrelly's picture

posted by Tony Farrelly [4160 posts]
16th October 2009 - 15:02

0 Likes

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 Big Grin

Simon_MacMichael's picture

posted by Simon_MacMichael [8513 posts]
16th October 2009 - 15:41

0 Likes

more like cardboard squares with sugar

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

Simon E's picture

posted by Simon E [2062 posts]
20th October 2009 - 12:18

3 Likes