Flora is to end its 14-year sponsorship of the London Marathon in 2009, brand-owner Unilever announced yesterday.

The company says it has decided to look for new ways in which to challenge public perceptions about heart health.

“This has been one of the most successful partnerships of sport and sponsorship,” London Marathon race director Dave Bedford, said. “We will now start our search for a worthy replacement title sponsor for the 2010 London Marathon.”