UK energy company apologizes for saying people should cuddle their pets and eat oatmeal to stay warm in the winter

• An energy firm said customers could keep warm by hugging pets, doing star jumps, and eating oatmeal.
• OVO Energy later deleted its tips, and said "we are embarrassed and sincerely apologise."

A UK energy company apologized for saying that people should stay warm by eating oatmeal and cuddling their pets.

OVO Energy told the BBC that it was sorry for directing customers of an energy company it owns, SSE, to a blog that recommended the measures.

The blog said it offered "10 simple and cost-effective ways" to stay warm without spending more on heating, the BBC reported. The blog has since been deleted.

Its tips included having "a cuddle with your pets and loved ones to help stay cosy," eating oatmeal, or moving around by cleaning or "challenging the kids to a hula-hoop contest, or doing a few star jumps."

OVO Energy told the BBC that the tips were "poorly judged and unhelpful."

"We are embarrassed and sincerely apologise.

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

It said the blog was removed to be updated with "more meaningful information for customers," the BBC reported.

Energy costs have been rising in the UK, and multiple energy companies have collapsed.