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Kellogg’s Wins Community Partnership Award for Work in Swimming

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02 Nov 2009

Kellogg’s has been recognised for making a significantly positive impact on the community thanks to its partnership with the ASA.

The company was awarded the 2009 Silver Food and Drink Federation’s Community Partnership Award in the Culture, Media and Sport category on 15th October at a special lunchtime event at the Institute of Directors in London.

Since beginning their partnership with the ASA in 1996, Kellogg’s has demonstrated that they are committed to supporting a ‘grass roots to gold medals’ programme of swimming to encourage more people to learn to swim and get active.

Kellogg's is aware that an active lifestyle is key to improving and maintaining good health, and through research discovered a significant amount of girls and boys aged two to 15 were not meeting the Government's targets for the recommended levels of physical activity.

In 2008 Kellogg's launched its Free Swim Programme after  identifying cost as a barrier for consumers, so the programme was designed to remove this barrier by offering one free swim voucher with every promotional pack of cereal. This led to 923,000 free swim vouchers being redeemed.

As part of its work with the ASA, Kellogg's has set up over 40 community projects to address specific local barriers to keeping fit including: transport for rural communities; women-only sessions for women and children from ethnic minorities; and specialised teaching for disabled children.
Kellogg's also launched its Family Swim Challenge, which further strengthens the campaign to get more people swimming.


For further details contact Lauren Sanderson, British Swimming Media Assistant, on 01509 632236 or email

The ASA is the English National Governing Body for Swimming, Diving, Water Polo, Open Water, and Synchronised Swimming. It organises competition throughout England, establishes the Laws of the Sport and operates comprehensive certification and education programmes for Teachers, Coaches and Officials as well as its renowned Learn To Swim Awards scheme. The ASA supports 1,220 affiliated swimming clubs through a National/Regional/County structure. The ASA aims to ensure everybody has an opportunity to learn to swim.

About British Gas
British Gas is Britain's favourite domestic energy supplier. As well as providing gas and electricity, it also installs and maintains central heating and gas appliances in millions of homes throughout the country. British Gas is very proud to be the principal partner of British Swimming and home countries: The ASA, Scottish Swimming and Swim Wales. British Gas is supporting the team's quest for medals on the world and Olympic stage - and giving as many people as possible the opportunity to learn to swim and use swimming as part of a healthy lifestyle. British Gas wants to ensure local pools remain at the heart of our communities. By using its expertise, it can help them reduce costs by being more energy efficient and safeguard the facilities for this and future generations. For more information visit

About Kellogg's
The Kellogg Company was founded in 1906 and today produces 40 different cereals including popular brands such as Special K, Cornflakes and Coco Pops, and 56 different snacks including brands such as Nutri-Grain and Special K snacks. Kellogg's has been a partner of the ASA and British Swimming for 13 years, sponsoring the Kellogg's ASA Awards and enabling over 50,000 people to take up swimming as part of an active lifestyle.

About Speedo®
The world’s leading swimwear brand, Speedo® is passionate about life in and around the water, creating revolutionary new technologies, designs and innovations. Supporting swimming from grass-roots through to elite level, including the phenomenal Michael Phelps, Speedo® is owned by Speedo Holdings B.V and distributed in over 170 countries around the world; SPEEDO, the ARROW device, FASTSKIN, LZR PULSE, SPEEDO ENDURANCE, FLIPTURNS, FASTSKINFSII, SPEEDO BIOFUSE, SWYM and LZR RACER are registered trademarks of Speedo Holdings B.V. The LZR RACER suit has worldwide design rights and patents pending.



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