Sweet giant Nestlé to aid cycle safety by fitting electronic bike detectors

The company has fitted the Cycle Alert detectors to one of its HGVs as a trial and is now exploring adding the devices to its 186 lorries and 16 tractors.

Nestlé teamed up with road safety charity Brake and Cycle Alert in York yesterday, to promote the gadgets at the launch of Brake's road safety week.

The charity has launched its "look out for each other" campaign, encouraging motorists to be extra careful when passing vulnerable road-users such as cyclists, horse-riders or pedestrians.

Mick Thompson, fleet manager for Nestlé, said: "I cycle to work every day and I have one of these tags on my bike and I think the concept is brilliant. It gives drivers visibility of the presence of a cyclist, which is really good. There are a lot of blind spots on the trucks."

If a cyclist fits a Cycle Alert tag to their bike, it emits regular signals which are detected by sensors fitted to lorries, sending a verbal and flashing alert to the driver in the cab, however the wide success of the scheme is dependent upon widespread support among cyclist and major hauliers.

Mr Thompson demonstrated the device yesterday, in Toft Green outside the Your Bike Shed cafe, using the Nestlé lorry that has been adapted. He said: "There is a view that we will fit the fleet with them."

Peter Le Masurier, founder and director of Cycle Alert, thanked Nestlé and Your Bike Shed for their support and said: "We hope that by giving vulnerable road users the opportunity to see from an HGV driver’s vantage point, we may provide a platform in which to engage both drivers and vulnerable road users alike on safer road use.”

As part of its launch yesterday, Brake also released figures showing the extent of what it called selfish driving across Yorkshire and the Humber.

The charity said a fixed penalty for ‘careless driving’ or speeding was issued in the region every seven minutes, and said 35 per cent of primary school children in the region reported having been hit or nearly hit by a vehicle while walking or cycling.

On average every day, there are five deaths and 61 serious injuries on the UK's roads, and in Yorkshire and the Humber, 165 people were killed and 2,234 seriously injured last year.

Last year, there were 77,760 fixed penalty notices for speeding in Yorkshire and the Humber and 1,224 for careless driving.

Julie Townsend, deputy chief executive, Brake, said: “When drivers use roads without care for others the consequences can be tragic and horrific – people killed and badly injured, lives ruined forever, because of a moment of impatience or selfishness."

Teenage cyclist: ‘I’m lucky to be alive’

GUY Preston, 18, from Beverley, was knocked from his bike by a car travelling along the A1079.

He spent three weeks in hospital, suffering terrible pain, and lost the majority of his childhood memories, along with the ability to run or play football.

Guy, pictured, said: “Those three weeks after the crash were some of my darkest moments. Going from being so independent to needing support with every activity is a crushing blow to an individual’s self-esteem.

“My family was my rock, but every day was an immense struggle, and I felt lonely and isolated.

“Throughout my three years at university, my injuries were still a burden. To this day I experience constant pain and aching in my left leg. On a good day I can tolerate the aching, but on a bad day I am unable to walk and confined to my bed. Despite my disabilities, I am hopeful for the future. I will never be able to run again. I will never be able to dance at my wedding, or play football with my children.

“I have lost almost all my memories from my childhood, and I still struggle to remember things in my day-to-day life. But I realise I am lucky to be alive.

“I have been given a second chance at life, and I intend to make the most of it. This Road Safety Week, I’m asking everyone to look out for each other on the roads, and in particular drivers to slow down to 20mph in communities and give vulnerable pedestrians and cyclists plenty of room.’’

Source: Brake