London, 20^th July 2010: Juice Doctor, the naturally isotonic every day hydration drink, has been named as the official sponsor of an ambitious charity bike ride challenge from John O’Groats to Land’s End this August.  But it’s not just any bike ride.  Those taking part will be riding a seven-seater circular bike, all in aid of Cancer Research UK.

The core team of four is lead by Ed Greig, 25, has chosen Cancer Research UK to be one of its charity partners.  He is calling for members of the public to join the team en route to make up the seven needed to pedal the bike.  Whether you can stretch to one mile or twenty, or would prefer to help out with accommodation or meal stops along the way, it’s your chance to do something out of the ordinary to help beat cancer.  Anyone interested in taking part can book their place on the bike by emailing pedalpower@cobiuk.com.

Juice Doctor, has been chosen as the official drinks sponsor of the challenge to keep the team hydrated throughout the event with their range of naturally isotonic juicy waters.  Co-founded by five times Olympic gold medallist Sir Steve Redgrave, the drinks help restore and maintain healthy levels of hydration and with four flavour choices Juice Doctor is the perfect drinks partner for the challenge.  Sir Steve has recently completed RAAM (Race across America); Steve and his team cycled from the West to the East coast of the USA in 7 days and 3 hours.  National consumer campaign ‘Keep It Light!’, launched earlier this year to raise hydration health awareness, are also supporting the bike ride.

Sir Steve Redgrave, OBE, Five-Time Olympic Gold Medallist and Co-Founder of Juice Doctor, said: “I’m delighted to lend my support to this great fund-raising event. Only we Brits would be mad enough to take a Seven Seater bike from one end of the country to another to raise important funds for Cancer Research UK, and I have no doubt that the team will be given the public’s support for each and every mile of the trip. Having just cycled across the USA with Race Across America (RAAM) I know just what preparation and determination goes into such a ride, so I extend my best wishes to each and every person who gets in the saddle to support Ed and his crew.”

The ride starts at John O’ Groats on 1 August, and the team aims to reach Land’s End on 28 August.  The 1,136 mile route will take them from the UK’s tip to toe via Dundee, Edinburgh, Newcastle, Manchester, Birmingham, Cambridge, London and Southampton, including some of Cancer Research UK’s key sites along the way.[1]

The team will be raising money via Cancer Research UK’s online giving site, MyProjects.  The site allows people to donate to a specific project in which they may have a particular interest, especially at a regional level across the UK.  It is of particular interest to the CoBi UK project as the team is looking to increase regional engagement and support for the charity’s research centres.  If you would like to support the team, visit:  http://www.cobiuk.com/donate.html

Bethan Wood, from Cancer Research UK said: “We’re delighted that Ed and the team have chosen to fundraise for Cancer Research UK with this unique challenge.  We really do rely on donations from supporters to fund our work, and this is a shining example.  I can’t wait to see how they get on!”

Email pedalpower@cobiuk.com if you would like to help out en route.

The ride is organised through www.cobiuk.com.

ENDS

For further information, contact the challenge organiser Ed Greig, on +44 (0)7825 263 408 or email egreig@deloitte.co.uk

Notes to editors

The Conference Bike, or CoBi, as it is abbreviated, was conceived as a work of art by American inventor, Eric Staller.  The bike is built in Germany and is an engineering marvel with seven riders sitting in a circle and all able to pedal at their own speed. One person steers while 6 pedal.

Photos:

Please download from: http://www.cobiuk.com/cobiimages.zip

Cancer Research UK sites along the route include:

http://en.wikipedia.org/wiki/Land’s_End_to_John_o’_Groats

http://www.conferencebike.com/

http://ericstaller.com/about/

About Juice Doctor

Juice Doctor, co-founded by five times Olympic gold medalist Sir Steve Redgrave, was launched in 2006. The company was set up with the clear aim of helping to educate adults and children alike about the benefits of good hydration, and so help tackle the UK’s escalating occurrence of health issues arising from poor hydration.

Juice Doctor drinks have taken the science commonly associated with sports drinks and created a range of everyday hydration drinks that target busy people on the go. The drinks, which are naturally isotonic, have been formulated to help restore and maintain the body’s natural fluid balance. Instead of using sodium, found in most sports drinks, Juice Doctor uses a potassium hydration booster that has been shown to have a similar effect by regulating the body’s ability to retain essential fluid once absorbed.

Each Juice Doctor drink is a carefully measured blend of spring water, fruit juice, beet sugar, natural flavourings and minerals. There are no artificial colourings, no artificial flavourings, no preservatives, no sodium and no sweeteners.

Visit http://www.juicedoctordrinks.com for more information