Skip to content
Search
AI Powered
Human content, AI powered search.
Latest Stories

Flora confirms London Marathon sponsorship deal

Hannah Hastings
By Hannah HastingsOct 01, 2020
Hannah Hastings
See Full Bio

Plant-based food producers Upfield has announced that Flora has become a sponsor for the Virgin Money London Marathon once again 11 years on since their last deal.

The buttery spread brand who was a sponsor for the national running event from 1996 to 2009, signed a four-year sponsorship deal that will last until 2023.

Flora will be one of many sponsors set to appear at the 40th race which will be held virtually for the first time ever this weekend (Sunday, 4th October).

Around 45,000 runners are expected to take part nearly six months after the original date was postponed due to the coronavirus pandemic.

To celebrate the partnership, Flora has partnered with three-time London Marathon winner and World Record setter Paula Radcliffe as part of its campaign ‘Get Towns Active’.

Consumers will be inspired to stay happy and healthy via social media, with running tips and nutritious recipes hosted on the https://www.flora.com/en-gb/flora/keep-running.

In the weeks leading up to the marathon, Flora also launched an initiative to boost fundraising efforts for small charities.

The competition, which was hosted on the brand’s Instagram donated £1,000 to a different participant every week to support their charitable cause.

Catherine Lloyd, marketing director of Upfield UK & Ireland: “We’re so excited for Flora to be partnering with the Virgin Money London Marathon once more. So many shoppers remember the brand's iconic association with the race, so we are delighted to be rekindling the partnership until 2023.

“We’re also asking runners to run for their towns by following the campaign on social media at #GetTownsActive.

“Staying happy and healthy is more important than ever this year, so we hope to see shoppers inspired by the campaign and enjoying FLORA margarine, by creating healthy and nutritious recipes at home.”

Flora will be rolling out on-pack messaging in the New Year in support of the London Marathon partnership and activating in-store with retail partners.

floralondon marathonsponsorshipupfield

Related News

Food and drink giants under pressure to act on public health
Editorial

Food and drink giants under pressure to act on public health

Freight crime cost over £680 million
Industry News

Freight crime cost over £680 million

More for you

Volumatic welcomes new FCA rules safeguarding access to cash

Volumatic welcomes new FCA rules safeguarding access to cash

As industry leaders is cash handling, Volumatic has long supported the use of cash and the importance of maintaining access to cash for both consumers and businesses. The company recognises the importance of the new set of rules created by the Financial Conduct Authority (FCA) two months ago, to safeguard access to cash for businesses and consumers across the UK.

Since introduction, the new rules are intended to ensure that individuals and businesses who rely on cash can continue to access it and the outcome has already sparked the creation of 15 new banking hubs across the UK, including one in Scotland, with many more to follow.

Keep ReadingShow less
Jisp unveils new NPD service

Jisp unveils new NPD service

Retail technology company Jisp has launched an NPD service as part of its new Direct to Retailer business unit.

The new NPD service will allow brands to launch or trial new products in a guaranteed number of convenience store locations, with on the ground review of execution by Jisp’s retail growth manager team, and performance data and insights deliverable through its scanning technology and back-office systems.

Keep ReadingShow less
Tesco launches price cuts in Express convenience stores
File image of Tesco Express

Tesco launches price cuts in Express convenience stores

Tesco is slashing the price of more than 222 own-brand and branded products in its Express convenience stores.

Essentials including milk, bread, pasta and coffee are included in the lines which have been reduced in price by an average of more than 10 per cent at Tesco Express stores. The retail giant has made more than 2,800 price cuts across stores in recent months. With 2,048 of convenience stores at the end of the 2023-24 financial year, Tesco aims to benefit hundreds of thousands of customers from the cheaper deals.

Keep ReadingShow less
vape and cigarette
Photo: iStock

One in five ex-smokers in England now vape, study finds


Summary
1. One in five people who have successfully quit smoking in England currently vape, with an estimated 2.2 million individuals using e-cigarettes as a smoking cessation tool.
2. The increase in vaping among ex-smokers is largely driven by the use of e-cigarettes in quit attempts, with a rise in vaping uptake among people who had previously quit smoking for many years before taking up vaping.
3. While vaping may be a less harmful option compared to smoking, there are concerns about the potential long-term implications of vaping on relapse risk and nicotine addiction. Further research is needed to assess the impact of vaping on smoking cessation outcomes.


Keep ReadingShow less
Bira engages with Treasury on Budget fallout, business rate reform
(Photo by Christopher Furlong/Getty Images)
Getty Images

Bira engages with Treasury on Budget fallout, business rate reform

Independent retailers association Bira has held a meeting with members of the Treasury team to discuss concerns following its robust response to the Government’s recent Budget announcement.

The Budget, labelled by Bira as "devastating" for independent retailers, was met with widespread indignation from Bira members.

Keep ReadingShow less