Asda has brought tens of thousands of the bikes.
A company statement said: "[Asda] will not be making a penny from the sales, such is the supermarket's commitment to getting the nation on their bikes."
Mike Logue, ASDA’s Leisure Trading Director, said: “Price should not be a barrier on whether or not to buy a bike therefore Asda has worked incredibly hard to introduce these British Eagle bikes at market leading price on a not for profit basis. Cycling is the perfect low cost activity for all the family to stay healthy and spend quality time together."
Four British Eagle bikes are now available online; two adult and two child bikes. The hi-ten framed bikes will be available in store from 21st July to 9th August. Sensibly, none are equipped with suspension, a feature which, at the BSO price level, can ramp up the price and the weight yet offer no performance benefits.
[BSO = bicycle shaped object].
Pedal Power is backed by Sir Chris Hoy.
Asda is also encouraging its 165,000 workers to sign up for the salary-sacrificing Cycle to Work Scheme. The scheme is administered for Asda by Cyclescheme.
Asda CEO, Andy Bond is soon to embark on a sponsored ride from John O’ Groats to Lands End, visiting Asda stores along the way. He has raised £620,222 for the CTC's Pedal Power scheme.
Good on Bond: however, what's the betting he won't be riding LEJOG on a £70 British Eagle?