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SOREEN

THE HEALTHY SNACK SENSATION FUELLING THE NATION Powered by Inside Food & Drink

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SOREEN

I PROFILE

62 Inside food & drink

Originally developed as a sweet treat, Soreen’s loaves have been a pinnacle part of Mancunian diets since the company was first established back in 1938. Now, off the back of the nationwide success of its Lunchbox Loaves, the company is launching another brand-new product. Managing Director Mark Simester explained more to Imogen Ward.

of Soreen is well-known across the UK.

around 2010 and eating out became more

From its famous malt flavouring to its

prevalent, Soreen realised that in-home

Lunchbox Loaves, Soreen is adept at making

sweet treats were becoming less popular.

snacking solutions that satisfy.

In 2012, the company released a product

he heart-warmingly scrumptious taste

“Soreen is really strong with families with primary school-aged kids,” said Managing

Yet, as coffee shop openings peaked

that would completely change its presence in the market.

Director Mark Simester. “but, as those kids grow into teens and then young adults, it’s

Launching Lunchbox Loaves

natural for them to progress on from the

From the get-go, Soreen’s Lunchbox

snacks they ate growing up – especially

Loaves were a hit. Designed to meet the

when they feel these snacks are targeted

nutritional needs of its infant or primary

towards a younger audience. That’s why

schoolchild target audience, whilst being

we designed the new Soreen Lift bars.”

the perfect portion for a lunchbox-sized

Soreen was a staple for many growing up, with the iconic malt flavour still its best-seller. According to Mr Simester, the reason for this

snack, this product was enjoyed by both children and adults alike. “The Lunchbox Loaves were a huge suc-

is all in the ingredients: “Malt has so much

cess,” Mr Simester said. “In its early years,

power. It’s almost a superfood because it

sales grew by 50 per cent every year, and

contains a whole host of health-boosting B

its distribution grew significantly. It quickly

vitamins. Not only do you get this wonderful

became apparent that they were more

malty-sweet flavour, but you get the health

than just a lunchbox item for young

benefits as well.”

kids. Everybody was eating

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64 Inside food & drink

SOREEN

I PROFILE

them, even households without children.

and released a number of Lunchbox

We’d launched the products at a convenient

flavours for that occasion, including

size for lunchboxes, but we didn’t realise

Toffee Apple and, more recently,

how convenient this health snack would be

a Scary Cherry Jelly flavour. We then

for all ages.”

released gingerbread along with rasp-

Initially introduced to the market with

berry and white chocolate flavours for

a malt and banana flavour, the Lunchbox

Christmas. Our number one best-selling

Loaves range quickly grew with the addi-

seasonal product, however, has been

tion of apple in 2017 and strawberry in

our Easter limited edition lemon drizzle.

2018. Soreen also entered the seasonal

“Our presence in the seasonal market

market in 2015 with its first Halloween

really highlights our versatility, but also

offerings, Toffee Apple and Chocolate

shows that Soreen is a brand people can

and Orange Lunchbox Loaves.

have fun with. And our consumers really

“Entering the seasonal market was a successful growth strategy,” Mr Simester explained. “With our initial target

look forward to finding out what new flavours we have planned.” Each malt Lunchbox Loaf is individually

audience being school children, we know

wrapped, ready to eat and boasts

that they get very excited over the key

a nutritional value with less than 100

seasons, so we started with Halloween

calories, 0.5 g of fat and 5.7g of sugar. For consumers, these Lunchbox Loaves were ticking all the right nutrition boxes and

66 Inside food & drink

led to a complete overhaul of Soreen’s

position. Our products are low in fat, and

marketing strategies, welcoming in the

Lunchbox Loaves have 50 per cent less

new era of Soreen snacking success.

sugar than alternative cake bars on the market. Thanks to our nutritional values,

Sweet treat to healthy snack

all Soreen products are also HFSS com-

In 2016, following the huge success of

pliant (not high in fat, salt, or sugar).

Lunchbox Loaves, Soreen made the

“Being HFSS complaint was a pivotal

strategic decision to focus its marketing

moment for our business, it highlighted that

message solely on the nutritional benefits

we have been using the right recipe for 85

of the products, whilst also entering the

years: one that is healthy before anyone

snacking sector.

really knew about it.”

“At the time, our marketing messaging

Over the years, Soreen has worked hard to

was really split,” Mr Simester said. “We

promote healthy eating and encourages its

were marketing Soreen as both a nutri-

consumers to have more active lifestyles.

tional snack and a treat food. Although

Thanks to its commitment to nutrition, the

Soreen has the benefit of being a healthy

company has actively removed 78 tonnes

snack that is sweet and tasty, we realised

of sugar from the nation’s diet between

that we needed to focus on one market

2020 and 2023.

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SOREEN

I PROFILE

“To promote Soreen’s positive nutrition

also provide hundreds of thousands of

values, we have sponsored a lot of

free snacks for kids’ summer sports and

sporting events,” Mr Simester said. “We

activity clubs across the UK.”

were the official snack of the Tour de Yorkshire and Tour of Britain. We even

Raising sales with Lift