The race is on to find a new sponsor for the London Marathon after Flora said it was to end its 14-year association with the event.

Brand owner Unilever will remain sponsor for two years, then w ill re-focus on communicating the health benefits of the unsaturated fat in Flora, which marketing director Paul Nevett said had "started to get lost".

"We will now look to challenge public perceptions about heart health in new ways ," he added.