The Facebook-based activity launched this week and includes breakfast recipes, video workouts and live web chats with Pendleton, with the aim being to try and stop people taking up 'fad diets' and over-snacking in the New Year.

The 31-year-old from Bedfordshire, who is one of Britain's biggest London 2012 medal hopes, admitted that she is delighted to get behind the campaign as she believes weight loss it is a very important issue in modern society.

"It's worrying to think that women put pressure on themselves to lose weight quickly and then suffer emotional repercussions if they give up or don't see the desired results," she said.

"The secret to a healthy lifestyle is not crash diets, marathons or cutting out bread from your diet – in fact Hovis wholemeal bread can actually help you achieve your healthy eating goals this New Year."

Earlier this week Pendleton was unveiled by worldwide Olympic sponsor P&G as one of their beauty ambassadors, alongside swimmer Keri-Anne Payne and heptathlete Jessica Ennis, promoting Pro-V's Smooth & Sleek range.

Two images of Pendleton have been released to support the Hovis campaign.



One is of Pendleton wrapped in a union flag in Hovis colours, and the other is of the track star dressed as Dorothy from the Wizard of Oz.

Pendleton joined Hovis as brand ambassador at the beginning of 2010 and the latest campaign will be supported by promotional packaging on Wholemeal loaves featuring the image of the brand ambassador and her bike.

During the London 2012 Games, Pendleton will be out to defend the Olympic sprint title in the velodrome at the Olympic Park in Stratford, while she will also take part in the team sprint and keirin events.

The new Hovis campaign is available to view on Facebook.

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January 2012: Pendleton, Ennis and Payne become P&G beauty ambassadors