Kellogg's Swim Active is a UK-wide programme to provide young people and their families with easier access to swimming facilities. It aims to break down the barriers which prevent people from participating and to ensure everybody has the opportunity to enjoy swimming as part of a healthy balanced lifestyle.

Delivered in conjuction with the Amateur Swimming Association, the Swim Active programme represents part of a £3 million investment over three years from the cereal giant to support swimming and its aquatic disciplines from grass roots to the Olympic podium.

Kellogg's is committed to educate consumers that exercise, together with a balanced diet, is integral to a healthy lifestyle.

The Kellogg's Swim Active programme in England has been match-funded by the National Sports Foundation, a Government-led initiative designed to facilitate and encourage partnerships between private investors and community sports projects in England.

The Kellogg's Swim Active Wolverhampton project has adopted a three-tiered approach that aims to tackle childhood obesity, engage the city's black and ethnic minority communities and work with children who have a fundamental fear of the water.

Double Commonwealth Swimming Champion, Sarah Price, helped to launch the project at Aldersley Leisure Village on 12th October 2006, along with Bruce Learner, Community and Social Responsibility Manager for Kellogg's and Lesley Hill, Regional Director, West Midland Swimming.

Thanks to additional funding from Wolverhampton City Council, Wolverhampton Primary Care Trust, All Saints and Blakenhall Community Development Partnership and TLC College, the project has been extended and aims to benefit many local residents.

A Kellogg's Swim Active mini-polo project is planned to be launched early in 2007, which aims to develop opportunities for children to take part in mini-polo. It will focus on children who have a fear of water or lack confidence in their abilities.