Soreen has expanded its malt loaf line in the UK with a new Seeds & More Loaf, as it looks to grow the cake category through premiumisation.
The new addition to the brand’s Morning Goods range features cranberries as well as sunflower and pumpkin seeds. The product is wrapped in brown paper packaging.
Mark Simester, managing director at Soreen, said: “Our new Seeds & More Loaf now gives consumers the opportunity to buy their favourite malt loaf brand in a delicious seeded variant, while giving retailers the chance to leverage the strength of the Soreen brand and add value to the category.”
The Seeds & More Loaf features cranberries as well as sunflower and pumpkin seeds.
Soreen marketing director Bethan Brown added: “Our health credentials along with Soreen’s delicious taste have seen our brand grow significantly. Consumers are inclined to pay a premium for products that make their lives easier in some way and in fact they are willing to pay an extra 9% for products that are relevant to their health.”
“We continue to invest in production to stay at the forefront of the market and bring additional enjoyable products to our consumers. Our latest innovations continue to delight our consumers and as a result, we have seen strong growth and performance.”
The 260g Seeds & More Loaf is said to have “a unique depth of flavour and mouth-watering consistency” and is now available in Tesco stores in the UK with a recommended retail price of £1.50.
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