Minister of Sport Richard Caborn has given his wholehearted backing to the ASA Kellogg's Swim Active programme after attending the formal launch at Crystal Palace.

Mr Caborn, who was joined at the launch by Olympic breaststroker Darren Mew and water polo star Fran Leighton, described swimming as a 'great activity for any age group' and praised the support that Kellogg's have given to the sport over the last decade.

"We have invested more public money into swimming than any other sport in the last 10 years but we welcome businesses getting involved and helping to promote physical activity and sport to the public," he said.

ASA chief executive David Sparkes underlined the importance of the extended partnership with the cereal company.

"Kellogg's is helping the ASA to encourage more people to get active through swimming and water-based activity," he said.

"The first 34 Kellogg's Swim Active projects across the country involve dozens of partner organizations and an investment worth more than £500,000. This includes £90,000 from the National Sports Foundation, with a further £90,000 in 2007."

He added: "Over the three years of the Swim Active project, Kellogg's, the ASA, the National Sports Foundation and our local partners will invest well over £1m in England alone in encouraging youngsters and their families into the water."

Kellogg's Bruce Learner said: "We're committed to getting this healthy lifestyle message across and our partnership with the ASA allows us to encourage swimming as an essential life skill, great fun and a fantastic way for people to stay active.

"We know that millions of people don't get enough exercise and this campaign is one step - or stroke - towards solving the problem. The more that business works in partnership with communities, the more we can achieve."

Kellogg's Swim Active is a three-year UK-wide scheme designed to break down the barriers to swimming. It is also part of Kellogg's £3m 'grass roots to gold medals' sponsorship of the ASA.

More Swim Active projects will be added to the 34 introduced in the first year with the aim of getting 140,000 people across the country more active.

Courtesy of Swimming Times Magazine