Soreen supports retailer health agenda with new sticky toffee loaf

Healthy cake brand Soreen is set to expand its portfolio with the launch of its permissible, indulgent offering, Sticky Toffee Loaf (£1.50, 260g). The latest addition to Soreen's non-HFSS portfolio, unlocks a new consumption occasion for the brand – by tapping into evening snacking – and supports retailers looking to capitalise on the demand for healthier snacks. Soreen Sticky Toffee Loaf looks to attract new shoppers to the bakery aisle in search of healthier desserts and treats with this indulgent addition.

The launch follows recent Kantar data highlighting a growing increase in in-home sweet snacking occasions in recent years. With 59 per cent fewer calories per serving, 55 per cent less sugar per 100g, and 85 per cent less fat per 100g than a traditional Sticky Toffee Pudding, the new flavour also taps into consumer demand for healthier snacks or pudding alternatives. The Sticky Toffee Loaf aligns with Soreen’s mission of promoting feel-good nutrition, by providing a non-HFSS option for sweet-toothed consumers seeking guilt-free indulgence.

This latest product launch lands as Soreen’s biggest ever Masterbrand ATL TV campaign gets underway, which sees the brand featured on key channels including ITV. This is accompanied by digital and social media, shopper marketing, as well as in store promotions and striking POS materials to capture attention and drive category growth.

“Our mission is to offer consumers tasty, healthier snacks and we’re committed to bring exciting NPD to the category to offer shoppers greater choice,” says Liz Jacobs, Marketing Director at Soreen. “We’re confident the Sticky Toffee Loaf will not only be a hit as a delicious, sweet treat to snack on, but also as a versatile, lighter pudding alternative which can be enjoyed warm with ice cream or custard.”

Sticky Toffee Loaf (£1.50, 260g)

Original Malt Loaf (£1.50, 260g)