Welcome to British Summertime and the Great British Summer of Soreen! The UK’s number one malt loaf brand* are going all red white and blue launching a limited edition Union Jack pack to add to their expanding range.

There’s now a Soreen product for every second of the day too, with Soreen’s Lunchbox Loaves and Toastie Loaf also flying off the shelves.

As a brand that is always keen to be part of anything fun and healthy, Soreen has decided to get in on the action of all the 2012 celebrations and big sporting events and have officially named this year’s sunny season as the ‘Great British Summer of Soreen’. Now it wants shops and consumers to join the merriment.

To kick-start the summer, Soreen has replaced their yellow packaging on their Original malt loaf and launched their rather cheeky, and extremely patriotic, limited edition Union Jack pack. Not only will it look the part on the shelves of all major supermarkets and leading stores, but it’s bound to become the centrepiece on tables in homes across the country as well as the main guest at picnics and summer street and garden parties!

By combining Soreen’s squidgy personality with the iconic Union Jack, the packs’ design showcases Soreen as an authentic British classic brand. The limited edition packs of Soreen will be available in both standard and larger sizes from May to September.

Soreen Marketing Manager, Katherine Collins, explains why the brand has gone all giddy for summer 2012.

“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, Soreen is bursting with squidgy energy and we want to help keep everyone fuelled up and ready to celebrate throughout the summer.”

The new packaging, designed by award-winning Manchester creative marketing agency Sunny Thinking, is sure to get the packs flying out the door, and the deliciously healthy good-stuff inside will delight the buyer; as always.

Jonathan Reed from Sunny Thinking adds: “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!”

So what’s the story of Soreen? 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 became known as Soreen. It’s the fun and fruity snack that’s packed with goodness. Low in fat and full of squidgy energy – it’s a perfect little ‘pick me up, and keep me going’. Since those early days, Soreen has developed an exciting range of fruity loaves and now offers the consumer a whole family of new tasty and innovative products to sink their teeth into.

“It’s an exciting time for us at the bakery we’re all really excited about our new range of products that have hit the shelves. From Lunchbox Loaves to the Toastie Loaf – there’s now a Soreen product for every time of day, no matter what you’re doing.” continued Katherine.

Now Soreen lovers everywhere can jump out of bed and enjoy the tasty new Toastie Loaf that is set to put the “Oh” back into toast. Spread with a sweet or savoury topping, or eat on its own, straight out of the toaster when the butter’s still melting. Soreen Toastie Loaf makes a great breakfast or crafty midnight treat – or anytime in-between.

The small but mighty Lunchbox Loaves make eating Soreen on the go that bit easier. The product takes the faff out of carrying your favourite half-time treat to the game, or match, and travels well in lunchboxes; whether they’re heading to the classroom or the boardroom. Each pack contains five individually wrapped bite size treats and will delight both children and parents. These teeny Soreen loaves are a welcome addition to the convenience aisle and are guilt free munchable (less than 100 calories per loaf), what’s more they are lunchbox approved, meeting the Government’s guidelines for healthy snacking in schools. Choose from Banana Lunchbox Loaves – no raisins, only pure banana pieces and puree! Ideal for all Soreen fans that don’t like dried fruit and then there’s the original Malt Lunchbox Loaves, simple and unmessed with, just in a handy-size.

Whatever Soreen product you choose, you can be confident that the ‘deliciously squidgy energy’ you love is stronger than ever.

In addition to the Union Jack packs, Toastie Loaf and Lunchbox Loaves, Soreen’s range also includes Fruity Five, Banana, Snack Packs, Snackers, Go Bar and their Sliced Loaf.

For more information on Soreen, its expanding range and to get involved in the Summer of Soreen contact Katherine Collins unionjack@soreen.com

*Source: Kantar Worldpanel 52 weeks to 18th March 2012