Malt loaf brand Soreen will bring back its limited-edition Halloween Scream range for the third consecutive year.
Soreen claimed that it was being brought back ‘due to popular demand’, and said that retailers were continuing to expand the amount of space dedicated to Halloween merchandising in store.
The Halloween Scream range will be available in chocolate and blood orange flavours, alongside toffee apple, which is made with apple purée and gooey toffee pieces.
Available in five individually wrapped lunchbox loaves, with Halloween-themed packaging, they will be listed in Tesco and Morrison’s until 1 November and will feature a recommended retail price of £1.
The Scream range sold twice as many units in 2015 than the year before, Soreen said, underlining growth in popularity of Halloween products in the UK, as well as the strong market penetration available to distinctive brands.
Soreen marketing director Bethan Brown said: “Our limited-edition Scream range has been very successful year on year, so we have decided to bring back these wickedly tasty flavours by popular demand.
“In-store Halloween presence and the market for festive products has grown exponentially. As sugar and fat content in diets continues to be scrutinised, our unique offering of squidgy, delicious malt loaves that are healthier than sugary confectionery has widened our appeal with consumers and retailers alike.”
© FoodBev Media Ltd 2022
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