Victoria Pendleton Hovis 2012

Olympic track champion Victoria Pendleton is spearheading a campaign by bakey Hovis to eat healthily in 2012.

The sprint champ is fronting Hovis's campaign to try and stop people, in particular women, taking up 'fad diets' and over-snacking in the New Year.

"It's worrying to think that women put pressure on themselves to lose weight quickly and then suffer emotional repercussions if they give up or don't see the desired results," said Pendleton.

"The secret to a healthy lifestyle is not crash diets, marathons or cutting out bread from your diet - in fact Hovis Wholemeal bread can actually help you achieve your healthy eating goals this New Year."

The Hovis Wholemeal Gold Start Challenge Facebook app has been designed to help women achieve their weight loss aims, says the baker.

Two images of Pendleton have been released to support the campaign. One is of Pendleton wrapped in a 'union flag' in Hovis colours, and the other is of the track star dressed as Dorothy from the Wizard of Oz. Pendleton also explains the Gold Start Challenge in a YouTube clip (below).

Pendleton will be out to defend the Olympic sprint title that she won in Beijing in 2008 during the London Games this summer. She will also take part in the team sprint and keirin events.

Pendleton joined Hovis as brand ambassador at the beginning of 2010.

Related links

January 2011: Pendleton fronts latest Hovis campaign

January 2010: Pendleton is new face of Hovis

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Nigel Wynn worked as associate editor on CyclingWeekly.com, he worked almost single-handedly on the Cycling Weekly website in its early days. His passion for cycling, his writing and his creativity, as well as his hard work and dedication, were the original driving force behind the website’s success. Without him, CyclingWeekly.com would certainly not exist on the size and scale that it enjoys today. Nigel sadly passed away, following a brave battle with a cancer-related illness, in 2018. He was a highly valued colleague, and more importantly, n exceptional person to work with - his presence is sorely missed.