Eat Your Cereal

Kellogg's will invest £3 million over the next three years in British Swimming in order to support a grass-roots effort with the goal of winning gold medal at the 2012 London Olympics.

Kellogg's will also be the official breakfast of British Swimming at the upcoming World Swimming Championships in Rome.

The sponsorship will help fund invaluable coaching and training to keep the athletes at the top level, including a financial influx to help Olympic 10K Marathon Swim bronze medalist Cassandra Patten (who will not be competing in Rome).

"It's a fantastic opportunity and it's a real weight of my mind," said Cassandra. "It's great to know you're performances are being recognized and the funding will go a long way. There's a mentoring scheme as well which is really positive and hopefully we can inspire some of the Olympians of tomorrow."

Bruce Learner, Kellogg’s Corporate Responsibility Manager said, "Over the years we have seen thousands of lives changed by swimming projects that have made swimming fun again. Our new investment will help the sport go from strength to strength by benefitting swimmers of all ages and abilities as well as encouraging non-swimmers to take the plunge. Swimming is still the UK’s number one participation activity – and we hope our £3 million investment means that will be case for years to come."

We hope so, too.