The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Lyle’s Golden Syrup has expanded into the ambient snack category with its launch of new ready-to-eat flapjacks.

Combining rolled oats and the brand’s classic golden syrup, the new flapjacks are described as ‘gooey and generous,’ and were crafted to tap into British consumers’ on-the-go purchase habits.

Nick James, marketing director for Lyle’s Golden Syrup, said: “For a century and a half, Lyle’s has added fun and flavour to the kitchen cupboards of households across the UK. Now, we’re making it easier for consumers to enjoy Lyle’s on the go, with a major launch for the brand into the ambient snack category.”

James continued: “We’re sure that our launch, crafted with the care and quality you’d expect from Lyle’s, can simultaneously provide a great tasting product for these consumers, and that bringing the power of the Lyle’s brand to a segment that doesn’t have a clear brand lead will drive incremental value for retailers.

“Lyle’s Golden Syrup Original Flapjacks is a grand step forward in the Lyle’s journey, encouraging consumers to discover Lyle’s as an affordable, everyday treat, with the same delicious taste that makes you feel...golden.”

Lyle’s Golden Syrup Original Flapjacks are rolling out in multipacks this month, initially launching into Sainsbury’s and Ocado stores in the UK.

#LylesGoldenSyrup #UK