Cycling's Classics season bursts into action this weekend: the double-bill of Omloop Het Nieuwsblad and Kuurne-Brussel-Kuurne traditionally fires the starter's pistol on a frantic two months of cobble-hopping capers as the peloton dodge the blizzards and cyclones of springtime in cycling's northern European heartland. It's huge in Belgium - which explains why supermarket chain Lidl have enlisted national hero Tom Boonen in a fruity marketing campaign.
Lidl - one of the Etixx-Quick-Step team's sponsors - have designed a unique bicycle connected to an orange juice extractor, with seven-time Monument winner Tom Boonen coaxed into trying it out. Now, with the Classics season just around the corner, Lidl are taking their contraption on tour and challenging cycling fans to see how much juice they can squeeze in one kilometer.
The Lidl cyclo-juicer will make its first appearance in Ghent this Saturday for the Omloop and the challenge simulates the final kilometer of the iconic Ronde van Vlaanderen. No matter how much juice you make during your effort you'll be rewarded with a unique bottle for your efforts.
After the Omloop, you can catch the juicer at seven more one-day races of the 2016 season: Dwars door Vlaanderen (23 March), Gent-Wevelgem (27 March), Ronde van Vlaanderen (4 April), Scheldeprijs (6 April), Brabantse Pijl (13 April), Flèche Wallonne (20 April) and Liège-Bastogne-Liège (24 April).
Will Belgian fans enjoy the symbolism of crushing oranges (national colours of their Dutch neighbours) on a bike? At any rate, look out for the Lidl stand if you're heading to the Classics in the next few weeks...
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