Hovis has launched a limited-edition pack featuring Olympic gold medallist Victoria Pendleton.

The wholemeal loaves, which hit shelves from 20 August, are emblazoned with a gold medal and prompt consumers to check out the Hovis Cycle Maps website and competition.

The smartphone-friendly website offers 16 cycle routes across the UK ranging from six to 21 miles, as well as tips and recipes from Pendleton.

Hovis, which has sponsored Pendleton since 2010, is running prize draws via Facebook to give away five Pendleton bikes as well as prizes including cycling gear.