Pretend cockney wide-boy Jamie Oliver is set to change the face of feeding-zones in 2008 by creating new menus aimed to perk up even the most jaded of professional cyclists.

Hot on the success of his 'Jamies School Dinners' campaign that saw the lovable east-end street urchin replace those del ious trans-fatty acids meals with lentils & mung-beans comes this new initiative to transform the contents of the pro's musettes from a melange of rice pudding filled rolls and chewy energy bars to a culinary festival of flavours and wholesome goodness. Interrupting his daily cockney walkabout to talk to SOTP, Jamie told us "Cor blimey, strike a light its mental innit? All those cyclists eating that dodgy food, well not any more me old darling cos I'm going to sort them out with a nice bit of pukka nosh for them to get their 'amptons into. Innit."

So what can we expect from Jamie? Below is a sneak preview....

"Its all good me old mucker" continues Jamie "Its all to do with covering the four major foodgroups that consists of Pies, Cream Cakes, Curries and Crisps. Its easy to whack in the bag of crisps - flavours by personal choice, then throw in some good old pork pie followed by a Chicken Madras with the sweetness of a chocolate eclair to round it all off. Preferably I'd wash it all down with Doctor Pepper but these athletes need to look after themselves so a diet coke will do just as well."

One team that will be adopting this new feeding regime are the Belgium Quick Step squad. Chief soignuer Herman Van Peeeeeeters told us "It will present a few challenges but we're giving it a go in 2008. How the riders will get on with eating a curry while riding over the cobbles I don't know and I'm sure the eclairs will present a few spilt-cream moments. However, if it gives our riders a boost halfway through a race we're happy to give it a test. Certainly, myself and the other soignuers are looking forward to not having to make all those sandwich's the night before although none of us know how to make curry at the moment".

The implications for the peloton are huge. The current musette normally contains around 1000 calories of goodness. The new Jamie Oliver inspired range provides a whopping 5,000 calories per bag but at half the cost due to the low price of mechanically-recovered chicken & pork. How popular they will prove to be remains to be seen. We'll be reporting on their effectiveness when they make there debuts at the Tour of Qatar in February.