Laura Kenny launches the Soreen Cycle Project

Laura Kenny has launched the Soreen Cycle Project, an initiative championing people, in particular families, to get cycling.

The four-time Olympic champion has returned to the professional circuit following the birth of her son, Albie, and is now working with Soreen in a bid to drive home the significance of keeping fit.

The Soreen Cycle Project will also support cycling participation by giving away £250 worth of Halfords cycling vouchers every day over the summer months. This is to support families by giving them access to cycling equipment and encourage them to get riding.

Laura said: “This initiative is very close to my heart, not just because I love cycling, but also because I’ve been brought up to lead a healthy and active lifestyle, thanks to my Mum, who has always been my inspiration. She completely changed her lifestyle when I was younger and helped shape the way I though about food and exercise. It goes to show that everyone can do it.

“I would love to get Albie on a bike when he’s ready. I learnt to ride when I was about six and would encourage any child, as well as families, to cycle. After all fresh air is free.”

Soreen is increasingly recognised nationally as fuel for exercise and a tasty energy source for those on the go.

Mark Simester, MD at Soreen said: “Millions of Brits don’t get as much exercise as they should, which is why we want to encourage the importance of healthy, active living through the Soreen Cycle Project. We have also worked with bodies such as British Cycling and the Forestry commission as part of this campaign so that we can help to offer cycling routes and provide advice on how to get cycling.

“Soreen has been fuelling Brits for 80 years now and our latest innovations, Malt Loaf Bars and Lunchbox Loaves for children, are a great and convenient source of natural energy. They hold all the ingredients of a nutritious and healthy snack so are ideal as an on-the-go food supply and prefect for those on the move or cycling”

Soreen is widely used for endurance sports like cycling due to it being a complex carbohydrate that provides two-thirds slow release and a third quick release energy. “I love Soreen, preferably in chunks” Kenny said.
Part of the Soreen Cycle Project initiative is also to raise awareness of the more than 300 miles of Lost Cycleways, which are buried across the UK. They were built in the 1930s and have since fallen into disrepair but through their revival could be made available again to cyclists, which will provide far greater accessibility. By raising awareness, Soreen hope to encourage the general public to get involved and sign the petition for their rescue to be debated in parliament.

Over the years Soreen has had a strong affiliation to cycling and are official supplier to the Tour de Yorkshire this year, as well as it being their 10th year of sponsoring the Tour of Britain, keeping up their commitment to healthy living and sport.

For a chance to win the cycling vouchers, people need to purchase promotional packs of Soreen from local supermarkets and register their details online

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