Hoy, the most successful male cyclist in Olympic history, became a household name after winning three gold medals in Beijing in 2008. Kellogg believes his knowledge and experience of eating healthy and training regularly can appeal to out-of-shape men.
Hoy, who has been nominated for this year's BBC Sports Personality of the Year award, will feature on boxes of Bran Flakes and in the brand's TV ads from January.
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