Six riders hospitalised after mistaking detergent for energy drink

Riders mostly "married men who would not know what Omo is" says event boss

by John Stevenson   September 1, 2014  

Omo Activ Sport - not an energy drink

Six riders ended up clean inside and out at a Norwegian mountain bike event on Friday August 29 after drinking laundry detergent that they mistook for energy drink.

Organisers of the FredagsBirken long-distance mountain bike race in Rena near Oslo were handing out samples of Omo Activ & Sport liquid detergent, but hadn't anticipated riders would mistake it for sport nutrition.

"Eighty percent of our participants are married men," event boss Jo Gunnar Ellevold told E24.no. "From this we can conclude that married men would not know what Omo is."

The riders who mistakenly drank the detergent were treated with copious fluids at A & E in Rena. The organisation checked with Norway's Poisoning Information Centre to find out if there was likely to be anything toxic in the detergent.

Ellevold said: "We were informed that it is not dangerous to one’s health to drink around a decilitre of detergent. It produces some foam and it is natural that one will experience some discomfort for a time after drinking it."

Ingunn Rønningen Kleven from the event organisation told Norwegian news agency NTB: “Since this clothes washing detergent is especially developed for training clothes, we thought it would be relevant to give it to our contestants. They could use it to wash their clothes after the event.

"We have never experienced anything like this before. But usually we hand out samples of mackerel in tomato and the like; that might be a little safer."

The event organiser has handed out sample bottles of Omo before without a problem, but in the light of this incident, the bottle design might have to be changed.

Anne Gjemdal, head of information at Omo manufacturer Lilleborg, told NTB: “We thought it was obvious from the label that it is a detergent, but considering what has happened, we will re-evaluate if the labelling is good enough.The product is labelled according to strict regulations.”

Gjemdal added: “We are deeply sorry that people have mistakenly thought Omo was a sports drink. We hope those affected [by the misunderstanding] are well taken care of.”

After initial reports of riders drinking the detergent samples, organisers added a large notice in the sign-up area telling riders not to drink it.

At least we can be sure they were riding clean.

31 user comments

Latest 30 commentsNewest firstBest ratedAll

Shame, hopefully they're going to be ok. They won't live it down with their mates

ride slow, ride far, ride often

posted by mzungu [40 posts]
1st September 2014 - 11:14

3 Likes

Adds a whole new meaning to 'clean' rider doesn't it Rolling On The Floor

posted by leqin [139 posts]
1st September 2014 - 11:23

9 Likes

What?....are you serious - how funny.

Headline should have been..."RIDERS ARE CLEAN AFTER SWALLOWING SOME OMO!"

......., it is the first of September and not April isn't it?

Does everyone have to have a soundbite here?........
Life is a journey bla bla bla.........oh whatever, puke.

ljblas's picture

posted by ljblas [14 posts]
1st September 2014 - 11:37

4 Likes

"But usually we hand out samples of mackerel in tomato and the like..."

I'd rather drink detergent. Sick

Him Up North's picture

posted by Him Up North [241 posts]
1st September 2014 - 11:45

8 Likes

If this was marketed correctly it could be an energy drink and saddle soap in one!

posted by Peowpeowpeowlasers [211 posts]
1st September 2014 - 12:09

1 Like

New masking agent discovered, removes all traces of drugs and stains on character....

Shay

posted by shay cycles [287 posts]
1st September 2014 - 12:19

3 Likes

.... but was there a performance advantage??
Note sure that OMO is on the banned substances list...

posted by Must be Mad [279 posts]
1st September 2014 - 12:20

1 Like

Must be Mad wrote:
.... but was there a performance advantage??
Note sure that OMO is on the banned substances list...

Perhaps the bubbles make you lighter...

Him Up North's picture

posted by Him Up North [241 posts]
1st September 2014 - 12:52

2 Likes

Must be Mad wrote:
.... but was there a performance advantage??
Note sure that OMO is on the banned substances list...

I believe it increases your power to white ratio.

(Sorry!)

In theory, there is no difference between theory and practice, but in practice...

posted by notfastenough [3646 posts]
1st September 2014 - 13:11

14 Likes

how absolutely ridiculous

posted by Karbon Kev [682 posts]
1st September 2014 - 13:35

0 Likes

Similar thing happened to a bloke at the club,
he drank a sample of varnish, had a terrible end but what a lovely finish!!

Chadders x

chadders's picture

posted by chadders [78 posts]
1st September 2014 - 13:41

4 Likes

funny, but you can see how it might happen... you stagger pass the finish line - tired, hungry and thirsty. Someone hands you a bright coloured bottle of something. you drink it.

The event I did this weekend was sponsored by Erdinger, an alcohol-free Bavarian beer. But here's the beauty of it, they market it as an Isotonic Recovery Drink - absolute genius!
https://www.facebook.com/ErdingerAlkoholfreiUK

dafyddp's picture

posted by dafyddp [249 posts]
1st September 2014 - 17:20

1 Like

Perhaps it should have been called 'OH NO' Big Grin

posted by ronin [236 posts]
1st September 2014 - 17:58

0 Likes

How stupid are these chaps! Were they trying to get a mass 'Darwin Award'

posted by Binky [115 posts]
1st September 2014 - 18:33

1 Like

This is priceless. They are gonna get so much grief. Rolling On The Floor Did someone mention what spin cycle?!

posted by Steveal [31 posts]
1st September 2014 - 18:38

2 Likes

Him Up North wrote:
Must be Mad wrote:
.... but was there a performance advantage??
Note sure that OMO is on the banned substances list...

Perhaps the bubbles make you lighter...

They may provide unexpected propulsion! Party

thesaladdays's picture

posted by thesaladdays [81 posts]
1st September 2014 - 20:59

0 Likes

"From this we can conclude that married men would not know what Omo is."

I reckon that there's a fair few married men who know exactly what a box of OMO left on the window ledge means, and a fair few married women who could tell you exactly why they left it there Devil

posted by Labrat [2 posts]
1st September 2014 - 21:21

3 Likes

Clearly they put the detergent on the wrong cycle

posted by Cafe Rider [5 posts]
1st September 2014 - 23:12

4 Likes

dafyddp wrote:
funny, but you can see how it might happen... you stagger pass the finish line - tired, hungry and thirsty. Someone hands you a bright coloured bottle of something. you drink it.

The event I did this weekend was sponsored by Erdinger, an alcohol-free Bavarian beer. But here's the beauty of it, they market it as an Isotonic Recovery Drink - absolute genius!
https://www.facebook.com/ErdingerAlkoholfreiUK

Erdinger's primary product is a 5% ABV weissbier, they also do a great full flavour brown or Dunkle bier, delicious stuff! t The 0,0% is used quite a lot on the cycle sponsor circuit but is no way their main item, just fyi.

posted by Notsofast [64 posts]
1st September 2014 - 23:23

3 Likes

portec wrote:
100% of dogs have 4 legs. 100% of cats have 4 legs. From this we can conclude that all dogs are also cats.

Not true, an average dog has 3.99 legs. Therefore all 4 legged dogs are cats and all 3 legged dogs are tripod invaders from Mars.


I am stronger than Mensa, Miller and Mailer, I spat out Plath and Pinter.

bikeboy76's picture

posted by bikeboy76 [1640 posts]
1st September 2014 - 23:27

1 Like

Probably better for them than the many guys who drank degreaser from one of the Dragon Ride goody bags, back when the feed stops used to run out of food and water.

posted by a_P [12 posts]
2nd September 2014 - 0:00

3 Likes

What were the symptoms, foaming at the mouth?

posted by Joelsim [1845 posts]
2nd September 2014 - 10:53

0 Likes

dafyddp wrote:
funny, but you can see how it might happen... you stagger pass the finish line - tired, hungry and thirsty. Someone hands you a bright coloured bottle of something. you drink it.

The event I did this weekend was sponsored by Erdinger, an alcohol-free Bavarian beer. But here's the beauty of it, they market it as an Isotonic Recovery Drink - absolute genius!
https://www.facebook.com/ErdingerAlkoholfreiUK

I love this stuff, there's nothing better after a long ride than a great meal with a big bottle of it! I do wonder if the process of adding the salts etc that you find in isotonic drinks was necessary anyway to get the correct taste in alcohol-free form. Whatever - as you say, marketing genius!

In theory, there is no difference between theory and practice, but in practice...

posted by notfastenough [3646 posts]
2nd September 2014 - 12:11

0 Likes

How I imagine the distribution of those samples went....

zanf's picture

posted by zanf [645 posts]
2nd September 2014 - 12:57

2 Likes

bikeboy76 wrote:
portec wrote:
100% of dogs have 4 legs. 100% of cats have 4 legs. From this we can conclude that all dogs are also cats.

Not true, an average dog has 3.99 legs. Therefore all 4 legged dogs are cats and all 3 legged dogs are tripod invaders from Mars.

I'm always happy to think that I personally have an above-average number of legs.

Boardman CX Team '14 | Cannondale CAAD8 '12 (written off, SMIDSY) | Scott Sportster '08

Gizmo_'s picture

posted by Gizmo_ [1126 posts]
2nd September 2014 - 13:04

3 Likes

I do all the laundry in our house - which means I get to dodge the ironing Laughing

If cycling is indeed a sport of self-abuse why aren't more cyclists sectioned under the mental health act?

posted by hairyairey [294 posts]
2nd September 2014 - 22:12

0 Likes

hairyairey wrote:
I do all the laundry in our house - which means I get to dodge the ironing.

So that's why the BF is so keen to get laundry in the washing machine... IT ALL MAKES SENSE NOW..... I just though I'd been lucky enough to find an amazing man!

posted by EastLondonCyclist [2 posts]
3rd September 2014 - 14:04

0 Likes

Labrat wrote:
"From this we can conclude that married men would not know what Omo is."

I reckon that there's a fair few married men who know exactly what a box of OMO left on the window ledge means, and a fair few married women who could tell you exactly why they left it there Devil

I have a little packet on the back shelf of my car here in Dubai…..not had any takers yet Worried But then I'm always on my own so the trollies know that it's a ruse Laughing

Sam

posted by zagatosam [45 posts]
4th September 2014 - 14:02

0 Likes

OMO hmm

Sam

posted by zagatosam [45 posts]
4th September 2014 - 14:03

0 Likes

Vacant.

posted by dogcc [133 posts]
4th September 2014 - 15:19

0 Likes