Soreen Lift Bars Blueberry in packaging

Source: Soreen

Malt loaf brand Soreen has unveiled a trio of HFSS-compliant snacking bars.

Called Soreen Lift Bars, the soft bakes are available in Blueberry, Raspberry & Vanilla, and Chocolate Orange variants. Each 42g bar contains less than 140 calories, is vegan-friendly and has naturally occurring B12, according to the brand. It also contains Soreen’s key ingredient, malt, which is said to be a natural source of energy, fibre, potassium, folate, and vitamin B.

The bars are available in Morrisons and Asda, with a rsp £2.25 for a multipack of four. They will also be hitting further stores throughout the summer.

Soreen said the bars are designed to take the brand to a younger audience by offering a ‘convenient tasty snack’ for on-the-go consumption, which provides a ‘healthier alternative to the average snack bar’.

The Chocolate Orange bar, for example, contains 1.8g of fat, 7.4g of sugar, 1.4g of fibre, and 3.5g of protein.

“Given the rising popularity of healthy on-the-go snacks fuelling everyday energy, we took the decision to create these new soft bakes and flavours that would appeal to a different palate,” said Soreen marketing director Liz Jacobs.

“Soreen Lift bars also have a treat like taste without being high in sugar or fat – important for a healthy and nutritious diet. There isn’t a product like this out there at the moment within the cake category, so this could be the recipe to lift it and recruit a younger shopper,” she added.

Soreen managing director Mark Simester added that the business understands consumers aged between 18 and 24 are most likely to buy a sweet snack based on the taste, price and flavour, which is what led to the development of the NPD.

“That’s why we took the time to carefully select the flavours to ensure that our Soreen Lift Bars perfectly deliver on taste,” he added. “In fact, our taste test group identified that consumers were delighted to be able to enjoy indulgent flavours in a much healthier way.”