London: Britons aim to lose a massive 13 million stone in weight by mid-August, according to a new poll by breakfast cereal giant Kellogg’s.

Over a quarter of Brits are currently dieting to be body-beautiful this summer, with the average desired weight-loss almost a stone.

Men are becoming as body conscious as women with 87 per cent taking measures to lose weight for the beach with 70 per cent aiming to lose over half a stone.

The poll also revealed some bad dieting habits, with many Britons likely to fall short of their target weight. The number one diet trap was skipping breakfast to reduce calorie intake (50 per cent of respondents). Other statistics reveal:

· 40 per cent lied to themselves about their calorie intake,

· 32 per cent of Brits were starving themselves in a bid to slim down this summer,

· 31 per cent admitted that booze was often what caused them to ditch the diet;

· 16 per cent switched from one fad diet to another and

· 15 per cent ‘binged and purged’.

Leading diet and fitness expert Joanna Hall comments: “In many cases dieters believe that skipping breakfast or even starving themselves completely can be a fast-track to weight-loss success. In fact, studies show that those who make time to eat breakfast actually tend to be slimmer than those who skip. If you don’t have this meal in the morning you’re more likely to overindulge later in the day on high fat, high sugar foods. Many forms of dieting are a false economy and will simply leave you devoid of energy and your diet doomed to failure – it’s best to focus on a balanced diet and regular exercise. “

The majority of people dieting for summer are doing it for themselves but over a fifth of male dieters are losing weight for their partners, whereas only a sixth of females are doing it for the man in their life. A fifth of young people (16 – 24 years old) believe that losing weight will help them attract a new partner.

Regional Differences

· The most body conscious city is Glasgow, with 85% of people hoping to lose at least half a stone or more by August.

· Geordies are the worst for skipping breakfast to save on calories (65 per cent) and Glaswegians are more likely to nibble on food at work (43 per cent).

· Half of those dieters surveyed from Belfast have failed their diets in the past by losing willpower whilst ‘under the influence’.

Rimi Obra-Ratwatte, Kellogg’s nutritionist says; “It is worrying to see some of the diet trap trends that emerge from this survey, especially when we so many people are making a concerted effort to skip breakfast, follow fad diets or even ‘binge and purge’. Successful weight management hinges on the ability to stick to a balanced diet that ensures nutrients are taken from a wide variety of food groups in addition to par-taking in regular activity.”

Background info:
· The poll conducted by www.Tickbox.net on behalf of Kellogg’s, surveyed 1349 men and women across the UK in June 2007.

· Additional survey findings include:

o 40% of people in the UK have dieted in the last 12 months
o 40% of dieters regularly lie to themselves about their calorie intake

· A copy of the De la Hunty & Ashwell M. 2007 Report: “Are people who eat breakfast cereals slimmer than those who don’t” can be obtained from the Kellogg’s Press Office