The latest innovation to hit the Morning Goods Category

The nation’s favourite malt loaf brand, Soreen, has revealed the launch of their new Seeds & More Loaf, a new malt loaf filled with cranberries, pumpkin seeds and sunflower seeds to create a deliciously squidgy loaf with a tasty crunch. It’s not only a source of protein and fibre but is also low in saturated fat and lower in sugar than standard cake.

Soreen, the original Malt Loaf brand known for its famously squidgy secret recipe debuts the new premium wrapped Loaf in a bid to grow the cake category through premiumization.

Mark Simester, MD at Soreen commented: “Soreen has always been a firm family favourite and healthier offering in the UK, but especially since we’ve become a health-conscious nation.  We’re all trying to be healthier, but health means something different to us all. What we can agree on however is that we need to eat less sugar and avoid fatty foods. This is why Soreen is so popular, as all of our products are lower in sugar than the average cake and low in saturated fat.

“Our new Seeds & More Loaf now gives consumers the opportunity to buy their favourite Malt Loaf brand in a delicious seeded variant, while giving retailers the chance to leverage the strength of the Soreen brand and add value to the category.”

The new addition to the Morning Goods range is wrapped in brown paper packaging with a flash of Soreen’s trademark yellow which makes it easy to spot on the shelves. Ingredients include cranberries, which are often referred to as a “super food” due to their high nutrient and antioxidant content, as well as being high in vitamin C, vitamin A, and vitamin K. The Seeds & More Loaf also contains pumpkin seeds, the little powerhouses of nutrients and health benefits, along with Sunflower seeds, which are a dense source of vitamins and minerals and essential oils.

Bethan Brown, Marketing Director at Soreen added: “Our health credentials along with Soreen’s delicious taste have seen our brand grow significantly. Consumers are inclined to pay a premium for products that make their lives easier in some way and in fact they are willing to pay an extra +9% for products that are relevant to their health.”

“We continue to invest in production to stay at the forefront of the market and bring additional enjoyable products to our consumers. Our latest innovations continue to delight our consumers and as a result we have seen strong growth and performance.”

The 260g Seeds & More Loaf makes for “a unique depth of flavour and mouth-watering consistency” and is available in Tesco today at £1.50 RRP.

The launch of this new seeded Malt Loaf comes as Soreen’s successful Lunchbox Loaves range, including Malt, Banana, Apple and Strawberry reported a growth at twice the rate of the Cake category (+13% YOY) this year. They have fewer than 100 calories, are lower in sugar than other cake bars, low in saturated fat and school lunchbox compliant.

As Britain’s number one malt loaf brand, over 108 million units are consumed annually by the nation.

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