britain's third-largest energy supplier has apologised after it advised customers to do star jumps, cuddle pets" to stay warm and save on heating bills.

the email, seen by the financial times, was sent to customers of sse energy services said it was "embarrassed" by the blog, which was bought by ovo in 2020.

Ovo said : "We understand how difficult the situation will be for many of our customers this year.

'We are working hard to find meaningful solutions as we approach this energy crisis, and we recognise that the content of this blog was poorly judged and unhelpful.

we are embarrassed and sincerely apologise."

labour politician and chair of the commons business, energy and industrial strategy committee, said the company should apologise to its customers.

"I'm not sure who signed off a marketing campaign telling people to wear a jumper and eat porridge instead of turning on the heating if you can't afford it," Mr Jones wrote on Twitter.

The Prime Minister is expected to hold further talks with Chancellor Rishi Sunak and Business Secretary Kwasi Kwarteng this week as they try to agree measures to help struggling families with their energy bills

On Monday, Prime Minister Boris Johnson told reporters at a pharmacy in Uxbridge that he had discussed the cost of living pressures with Rishi Sunak on Sunday night and believes ministers have "got to help people, particularly on low incomes".

Mr Johnson's government has come under increased pressure to act in recent weeks.

Experts have predicted that rising wholesale fuel costs will result in a 50 % rise in bills from April, when the latest change to the energy price cap takes effect.

If this comes to pass, an average household on a supplier's default tariff would face paying nearly £2,000 a year for gas and electricity, compared to under £1,300 at the moment.

Labour’s Darren Jones, chair of the Business Select Committee, demanded Ovo apologise to its customers for the ‘insensitive’ comments

ovo energy last week emailed customers a list of 10 "simple and cost-effective ways to keep warm this winter".

They included having a 'cuddle with your pets and loved ones to help stay cosy ', eating ‘ hearty bowls of porridge ’, sticking to ‘ non-alcoholic drinks ’ and eating ginger — but not chilli, ‘ as it makes you sweat ’.

Also included is advice to 'get moving' by doing star jumps, cleaning the house, or ‘ challenging the kids to a hula-hoop contest ’.

He told the FT : ‘ It is laughable and insulting, but then with this Government ’ s lack of an energy strategy you almost expect it ’.

One of Britain’s biggest energy suppliers has sparked fury after recommending that households save on their heating bills by ‘cuddling’ their cat

Bristol North West MP and chairman of the Business Select Committee Darren Jones branded Ovo Energy's tips "offensive" and called on the company to apologise.

According to some predictions, energy bills could rise by more than 5 per cent in April for millions of households that are on a standard tariff.

Former Tory Cabinet minister Theresa Villiers called the advice 'pretty insensitive ', adding : ‘ Many people are very anxious about rising energy bills and won ’ t take kindly to being told to do some star jumps ’.

clive lewis called the guidance 'clown-like' and ‘ depressing ’.

Ovo Energy sent an email to customers on Monday listing ten ‘simple and cost effective ways to keep warm this winter’

The Labour MP added that the comments 'will be read by people who have to choose between eating and heating… if that's the state of the country we are now in I find it quite depressing ’.

Campaigners fear fuel poverty could hit the highest level since records began unless the government intervenes, warning that 6 million UK homes may be unable to pay energy bills after a further price hike in spring.

It came as Britain's cost-of-living crisis is expected to worsen.

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