Soreen, the UK’s favourite malt loaf, is positioning itself firmly within the morning goods category with the launch of the first ever Malt Toastie loaf, which is now available in retailers nationwide

The company, which sells more than one million Soreen products each week in the UK, launched the unique Malt Toastie loaf, as a perfect alternative to breakfast or mid-morning snack. Containing less than 1.5% saturated fat, the loaf is ideal for consumers looking for a healthy and low fat snack.

Launched initially with the Malt Toastie loaf in the autumn, a fruity variant will closely follow to complement Soreen’s wider portfolio. Packed with deliciously squidgy energy, the Malt Toastie loaf features the same unique malty taste as the original Soreen malt loaf, but has been developed specifically for toasting and is pre-sliced.

With no other product like this available elsewhere in the market, the new Malt Toastie loaf is stocked in the morning goods aisle in supermarkets, including Tesco, Asda, Morrisons, Sainsbury’s, Waitrose and Ocado, retailing at RSP £1.39.

Katherine Collins, Marketing Manager at Soreen, commented: “We saw a gap in the market and as the market leader for malt loaf we felt it was time to inject some excitement into the morning goods category, while adding value at the same time.

“The logical step was to evolve the range with a selection of toasting loaves, developed specifically for the breakfast occasion and to fulfill the need for a mid-morning snack, and we’re confident that the new Toastie loaf will offer something different.

“Feedback from an independent research panel has confirmed that the Toastie loaf launch is perfect for a new generation of consumers, along with meeting the demands of our existing customers, and the response from the supermarkets has confirmed this.”

The packaging for the new Toastie loaf features a clear window to enable the consumer to easily differentiate between the variations, a new Toastie icon with the breakfast occasion message, and call to action displayed on the bag tie end.

The product launch is backed by a national marketing campaign targeting instore, press, online, social media, sponsorship and radio.

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