Welcome to British Summertime and the Great British Summer of Soreen! Britain’s number one malt loaf brand are going all red white and blue launching a limited edition Union Jack pack designed by award-winning creative marketing agency Sunny Thinking.

“What a great year for Great Britain. The Olympics, the Queen’s Jubilee, Wimbledon, Euro 2012, and the Tour of Britain. As an iconic British brand, with over 70 years in the making, Soreen is bursting with squidgy energy and we want to help keep everyone fuelled up and ready to celebrate throughout the summer,” explained Soreen Marketing Manager Katherine Collins.

The limited edition Union Jack packs of Soreen will be available in both standard and larger sizes from May to September. They will be stocked across the UK in all the major supermarkets and leading stores.

By combining Soreen’s squidgy personality with the iconic Union Jack, the pack designs showcase Soreen as an authentic British classic brand.

“It’s an exciting time for us at the bakery. Not only are we launching our limited edition Union Jack packs, but we have a whole range of activities planned as part of our Great British Summer of Soreen. We’re delighted to have teamed up with Sunny Thinking who is helping inspire our promotions by supporting our nationwide marketing campaign including radio, online and events,” commented Katherine.

Jonathan Reed from Sunny Thinking added: “I grew up eating Soreen with my older brothers, and now my kids love the delicious squidgyness of it too. It’s great to work with brands you love. With such an exciting summer in store, it’s time to dig out the bunting, get your families and friends together and stock up on Soreen!”

Soreen will be using the Great British Summer of Soreen campaign to promote not only their new Union Jack packs but also their recently launched toastie loaf and lunchbox loaves. Social media activity will be a major driver of the campaign along with creative executions across various advertising media, plus sampling at Soreen sponsored events such as the Tour of Britain.


Around 70 years ago, a family called Sorenson was famous for their soft and sticky malt loaf. Made to a top secret recipe, the company grew and the brand became known as Soreen. Soreen is now the the UK’s number 1 malt loaf brand (*Source: Kantar Worldpanel . 52 weeks to 18th March 2012). In addition to their original fruit malt loaf, Soreen has a wider family of products including Fruity Five, Banana, Apple and Sultana, Cinnamon and Raisin, Snack Pack, Snackers, Lunchbox loaves, Go Bar, Toastie Loaf and Sliced Loaf. The Union Jack pack is a limited edition that will be available in stores from May to September 2012.


0161 874 4100



Sunny Thinking is an award-winning creative marketing consultancy based in Sale, Cheshire. They have a passion for working with like-minded, forward thinking clients and partners who are committed to a positive, healthy, fun, prosperous and sustainable future. They love to work in the sport and health sectors and particularly with local businesses like Soreen. Other clients include NHS, Sportswear International and Ombudsman Services.


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