Soreen, the UK’s No.1 healthy cake brand[1] is launching a limited-edition Cookies & Cream Mini Loaves variant, designed to boost retailers’ Halloween sales.
Halloween is an important seasonal event for the cake category. This is particularly true for limited editions, which are increasingly popular for driving excitement and bringing new shoppers to the category. With penetration in the category typically rising from 55% to 60% at Halloween[2], and 45% of total spend coming from new cake category shoppers[3], this limited-edition launch is perfectly positioned to boost incremental sales in the category.
During novelty occasions like Halloween, UK shoppers are highly inclined to purchase items they don’t usually buy, making new products and flavours particularly appealing. With most limited-edition cake lines lacking the health credentials shoppers desire, Soreen Cookies & Cream Mini Loaves delivers indulgence without compromising on health. Each individually wrapped Mini Loaf is under 100 calories and a source of fibre, answering the growing demand for healthier snacks, especially with consumers now re-engaging with health at the highest level since before Covid[4].
“Our new Cookies & Cream Mini Loaves are a truly unique offering for Halloween,” says Liz Jacobs, Marketing Director at Soreen. “They perfectly blend the fun and indulgence of the season with the healthier snack profile shoppers are increasingly seeking. This launch not only provides an exciting, trend-led innovation for retailers but also reinforces our mission to grow the cake category by offering tasty, healthier choices that don’t compromise on enjoyment.”
The new product boasts an eye-catching and playful zombie pack design with the brand renamed ‘Scream’ on-pack to drive visibility on shelf and generate shopper excitement in the run-up to Halloween.
The launch will be supported by shopper marketing investment in-store and online. From August, Soreen is also bringing its ‘Your Squidgy Little Pick-Me-Up’ ATL campaign back to screens across the UK following a successful launch in 2024. The multi-channel campaign centred around a creative TV ad, ‘The Soreen Squidge’ll Pick You Up’, which reached 70% of adults during a six-week period5.
Soreen Cookies & Cream Mini Loaves will be available in Tesco, Morrisons, ASDA, Sainsbury’s and Ocado from September 2025.
[1] Kantar 52WE, 1st December 2024
[2] Kantar Worldpanel, Total Wrapped Cake, Total Brand and PL, 4we
[3] Kantar Worldpanel, Total Wrapped Cake, Total Brand and PL, 4we
[4] Kantar Usage Panel, Total Food/Drink, Servings chosen for health reasons, Rolling 52we 29th December 2024)
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