A wild swimmer from Cumbria has become the face of Kellogg’s new cereal range - with his athletic prowess being used to promote the product to millions of people.

Calum Hudson, 28, who is originally from Langwathby, near Penrith, was selected from hundreds of applicants to star in the advert for the company's new vegan cereals.

He won the role after the cereal giant heard how he’d successfully endured a gruelling 40-hour triathlon and a 90-mile wild swim on his vegan diet.

The new adverts - which will appear on regular TV and the firm's social media channels - mark the launch of W.K.Kellogg new 'healthier' range.

After a nationwide search to find "real-people" ambassadors for the new plant-based cereals, Calum was invited to Bewl Water in Kent for a chilly days filming for the adverts.

Calum said: "Making the advert was really good fun I have never felt so looked after. I was in and out of the water and never without warm cosy towels and cups of tea.

“It was early on in the year so the water was only around two degrees so I had to have a body double – which is something I never thought I would say.

"The water was very cold, a temperature you have to train to swim in for any length of time so I was relieved when he arrived on set to take over for five minutes.”

He added: "I think I ate around 10 bowls of cereal and was told off for eating too quickly.

"There were so many different cameras and kit, it was a really fantastic experience. Watching the advert on television and seeing it all come to life is really cool.”

Calum, who has been vegan for three years, often takes to the lakes at the weekends with brothers Robbie, 31, and Jack, 26, setting themselves wild swimming challenges.

The brothers have even formed their own trio known as The Wild Swimming Brothers, sharing their stories through online blogs and social media, encouraging others to get out and swim.

As their first challenge, Calum, who now lives in Streatham, London, decided they would swim the 90-mile stretch of the river Eden from source to mouth, taking them past the garden they played in as children.

Calum also embarks on iron man competitions, triathlons and last year took part in a Enduroman which consists of 40 hours of running, cycling and swimming – a competition he undertook with a completely vegan diet.

The trio are currently training for their next challenge known as the Hellespont and Dardanelles, which will see them swim from Europe to Asia.

Discussing the impact of eating a plant based diet on his physical performance Calum said he believed the diet had enhanced his energy levels.

He said: “I will be doing the challenge plant powered. Being vegan, or even vegetarian, I have never struggled to get what I need to ensure I am able to fulfill my sporting potential, whether it be iron man competitions or wild swims. I have more energy and generally I feel better for not eating meat.

"The tricky part of being plant powered is the ability to have quick, easy meals. The great thing about foods like W.K. Kellogg, is it allows vegan diets to be more mainstream."

A spokesperson from Kellogg’s said: “It is fantastic to have Calum involved in the campaign, a real-life ambassador for the food. He is proof that by being plant-powered or vegan, you can be a force of nature.”