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

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.

Our official grumpy Northerner, John has been riding bikes for over 30 years since discovering as an uncoordinated teen that a sport could be fun if it didn't require you to catch a ball or get in the way of a hulking prop forward.

Road touring was followed by mountain biking and a career racing in the mud that was as brief as it was unsuccessful.

Somewhere along the line came the discovery that he could string a few words together, followed by the even more remarkable discovery that people were mug enough to pay for this rather than expecting him to do an honest day's work. He's pretty certain he's worked for even more bike publications than Mat Brett.

The inevitable 30-something MAMIL transition saw him shift to skinny tyres and these days he lives in Cambridge where the lack of hills is more than made up for by the headwinds.

31 comments

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portec [116 posts] 2 years ago
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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.

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

Funny story though  21

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mzungu [40 posts] 2 years ago
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Shame, hopefully they're going to be ok. They won't live it down with their mates

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leqin [181 posts] 2 years ago
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Adds a whole new meaning to 'clean' rider doesn't it  24

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ljblas [17 posts] 2 years ago
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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?

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Him Up North [235 posts] 2 years ago
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"But usually we hand out samples of mackerel in tomato and the like..."

I'd rather drink detergent.  31

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Peowpeowpeowlasers [430 posts] 2 years ago
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If this was marketed correctly it could be an energy drink and saddle soap in one!

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shay cycles [346 posts] 2 years ago
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New masking agent discovered, removes all traces of drugs and stains on character....

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Must be Mad [566 posts] 2 years ago
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.... but was there a performance advantage??
Note sure that OMO is on the banned substances list...

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Him Up North [235 posts] 2 years ago
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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...

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notfastenough [3715 posts] 2 years ago
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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!)

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Karbon Kev [688 posts] 2 years ago
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how absolutely ridiculous

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chadders [87 posts] 2 years ago
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Similar thing happened to a bloke at the club,
he drank a sample of varnish, had a terrible end but what a lovely finish!!

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dafyddp [402 posts] 2 years ago
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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

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ronin [280 posts] 2 years ago
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Perhaps it should have been called 'OH NO'  4

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Binky [116 posts] 2 years ago
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How stupid are these chaps! Were they trying to get a mass 'Darwin Award'

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Steveal [30 posts] 2 years ago
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This is priceless. They are gonna get so much grief.  24 Did someone mention what spin cycle?!

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thesaladdays [110 posts] 2 years ago
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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!  36

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Labrat [2 posts] 2 years ago
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"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  19

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Cafe Rider [8 posts] 2 years ago
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Clearly they put the detergent on the wrong cycle

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Notsofast [132 posts] 2 years ago
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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.

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Leviathan [2275 posts] 2 years ago
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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.

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a_P [12 posts] 2 years ago
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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.

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Joelsim [1975 posts] 2 years ago
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What were the symptoms, foaming at the mouth?

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notfastenough [3715 posts] 2 years ago
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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!

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zanf [869 posts] 2 years ago
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How I imagine the distribution of those samples went....

//i.imgur.com/4x3GbzF.png)

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jollygoodvelo [1540 posts] 2 years ago
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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.

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hairyairey [300 posts] 2 years ago
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I do all the laundry in our house - which means I get to dodge the ironing  21

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EastLondonCyclist [2 posts] 2 years ago
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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!

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zagatosam [59 posts] 2 years ago
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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  19

I have a little packet on the back shelf of my car here in Dubai…..not had any takers yet  17 But then I'm always on my own so the trollies know that it's a ruse  21

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zagatosam [59 posts] 2 years ago
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OMO hmm

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