Soreen Lunchbox range extended with apple loaf

Samworth Brothers-owned malt loaf maker Soreen is to extend its Lunchbox range with an apple variant following the “runaway success” of the format.

The new flavour will join the existing original and banana line-up when it debuts in Tesco stores next month, and was developed after the Lunchbox Loaves collection recorded year-on-year growth of more than 35%, the firm said.

Sold in multipacks of five (rsp: £1.35), each loaf will be individually wrapped, making them convenient for packed lunches, explained Bethan Brown, marketing director at Soreen.

“The best bit is that they provide your little ones with a tasty and healthy treat, packed with energy to keep them fuelled through the school day,” she added.

In May, Soreen launched a new creative campaign across UK cinemas to promote its malt loaf bars and Lunchbox ranges.

The animated adverts featured the tagline ‘Are you a squidgy bit Soreen’, and highlighted the nutritional value of the products.

The malt loaf maker also linked up with WHSmith in June as part of a new distribution partnership of its Malt Loaf bar, which is being sold across 71 WHSmith Travel stores, including Manchester airport, Heathrow airport, and London’s Euston and King’s Cross train station.

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