NEWS FROM HOVIS

Danielle Lineker Launches Hovis Hearty Oats Bread in a Bid to Help Brits ‘Get Their Oats’!

Model and TV personality Danielle Lineker has teamed up with Hovis today to mark the launch of the new Hovis Hearty Oats Bread, the only bread baked with 50 per cent oats*. Wife of much-loved BBC pundit Gary, Danielle is backing a bid to ensure Brits ‘get their oats’ as research reveals that 93% of Brits are not eating enough oats to get the suggested daily intake of beta-glucan**, a soluble fibre which can help maintain normal levels of cholesterol.

Inspired by Madonna’s Material Girl video, Danielle, who will fly out to South Africa to join Gary next week, was joined by two male models in a photoshoot to celebrate the launch of Hovis Hearty Oats Bread, which is approved by HEART UK, the UK’s cholesterol charity.

Speaking at the launch, Danielle said “Watching the football this summer goes hand in hand with snacking and indulging in takeaways, but Hovis Hearty Oats Bread is now a quick and easy way to ‘get your oats’.”

The launch of Hovis Hearty Oats comes as research from Britain’s favourite baker reveals that 96% of British males (who predict their eating habits will be affected by the football) envisage eating more junk food during this summer’s tournament, whilst 52% of males and females are also expecting to drink more alcohol.

With 38% of the nation eating oats just four times a year or less, the research also reveals that 65% of Brits are getting their oats from unhealthier food options such as cookies or flapjacks. Hovis nutritionist Lindsey Ormond said, “Oats are a good source of beta-glucan, which can help maintain normal cholesterol levels if eaten regularly as part of a diet low in saturated fat and a healthy lifestyle. Brits wanting to up their intake should think about enjoying a couple of slices of Hovis Hearty Oats Bread, a great way to enjoy a third of your suggested daily intake of beta-glucan.”

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*Hovis Hearty Oats Bread is the only bread from a major bread brand baked using 50% oats and 50% wheat flour

**Suggested daily intake of beta-glucan is three grams

Notes to Editor:

• This research was undertaken by 72 Point. Total sample size was 2,000 men and women living in Britain.
• Fieldwork was undertaken between 21st and 24th May 2010.
• Hovis Hearty Oats can help maintain healthy levels of cholesterol as part of a healthy lifestyle and a diet low in saturated fat.
• All Hovis products are free from artificial preservatives and flavourings.