Soreen aims for slice of breakfast market with Malt Toastie

Soreen Toastie Malt: targeting breakfast occasion

Soreen Toastie Malt: targeting breakfast occasion

Malt loaf brand, Soreen, claims it is positioning itself firmly within the morning goods category with the launch of a Malt Toastie loaf.

Available from September, the Malt Toastie loaf is said to be perfect as a breakfast or mid-morning snack and, with less than 1.5% saturated fat, ideal for consumers looking for a healthy snack. 

The company, which sells more than one million Soreen products each week, is also planning a fruity variant.

According to the company, the new Malt Toastie loaf has the same malty taste as the original Soreen malt loaf but has been developed specifically for toasting and is pre-sliced.

It launches initially in Asda from 12 September 2011, retailing at RSP £1.39.

The product will also be available in Tesco, Sainsbury’s and in Morrisons and Co-op stores at later dates. The fruity variant will launch towards the end of 2011.

Katherine Collins, brand manager at Soreen, said: “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 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 will feature 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 will be backed by a major national PR and marketing campaign targeting national newspapers, national glossy magazines, sports and parenting press.