AN ENERGY firm has apologised and said that it was “embarrassed” after advising customers to “have a cuddle with your pets” and start “doing star jumps” to reduce their heating costs. 

Ovo Energy, Britain’s third-largest energy supplier, sparked anger last week when it sent customers an email headed “simple and cost-effective ways to keep warm this winter.”

Tips in the guidance also included “challenging the kids to a hula-hoop competition” and “cleaning the house.”

On Monday, MPs called out the recommendation as “insulting” and “offensive” at a time when millions of households face a worsening cost-of-living crisis. 

Labour’s Darren Jones said: “Being told to put on a jumper instead of turning on your heating if you can’t afford it, at a time of such difficulty for so many families, is plainly offensive.”

His party colleague Clive Lewis described the “clown-like” advice as “depressing.”

Ovo has since apologised for the tips, telling the Financial Times: “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.”