Soreen manages portion control with new lunchbox loaves


New lunchbox loaves

New lunchbox loaves

Malt loaf brand, Soreen, has added two skus to its expanding product range, with the launch of the Lunchbox Loaves. The new lines will go on sale in supermarkets in January 2012.

Available in two flavours – Original Malt Loaf and Banana – each pack contains five individually wrapped bitesize loaves, designed for maximum freshness and portion control, said Soreen.

According to the company, the introduction of the Lunchbox Loaves firmly establishes Soreen within the snacking sector and strengthens the brand’s product offering for consumers on-the-go, as well as those looking for a healthy, low fat snack for children’s lunchboxes. 

Each Original Malt Loaf Lunchbox Loaf contains 95 calories and 0.1g saturated fat, while the Banana version contains 99 calories and 0.3g saturated fat.

The two variants will retail at RSP £1.35. The Original Malt Loaf flavour will be available the cake aisle in Sainsbury’s from 1 January 2012, while both flavours will be stocked in the morning goods aisle in Asda from 3 January 2012.

Katherine Collins, marketing manager at Soreen, said: “The launch of the new Lunchbox Loaves has enabled Soreen to expand its range of portable formats for out of home occasions and children’s lunchtime snacks, which meet the Government’s food based nutritional standards for schools.

“The addition of this mini loaf product format also sees the Soreen factory investing in new equipment, which is the first stage of brand investment for Soreen’s wider snacking portfolio.

“The move cements Soreen as ‘The Squidgy Snack with Staying Power’. As the market leader for malt loaf, we were keen to add value and excitement to the category, and we feel the Lunchbox Loaves do just that.”

The launch of the Lunchbox Loaves follows the success of the recently introduced Toastie Loaf, which hit retailers’ shelves in September 2011.

The landscape flow wrapped packaging of the Lunchbox Loaves will feature a clear window to display the individually wrapped product. Each variation will also have a different, bright design, to enable the consumer to clearly differentiate between the two and ensure maximum shelf stand out, said Soreen.

The product launch will be backed by a PR and marketing campaign targeting national newspapers, national magazines, sports and parenting press.