Fit Freddy, Saracen Horse Feeds’ mascot, has inspired two of the brand’s senior team to hop on their bikes to raise money for Help for Heroes.

“It’s a tongue-in-cheek reference to Fit Freddy’s philosophy on healthy eating and exercise for horses,” said a Saracen spokesman.

Commercial director Jim Scott and ex-military man Mark Weaver, area manager for the south-east, will undertake a 68-mile bike ride in the New Forest on 15 May.

Both men are novices, having started cycling just before Christmas. They have bought bikes specifically for the challenge.

Jim Scott said: “Mark and I are passionate about this cause and hope that we can raise as much money as possible for the young men and women who are put in harm’s way whilst carrying out their duty.”

To sponsor, visit: http://www.bmycharity.com/markweaverNF