Soreen brand to appear on cereal bars

Malt loaf brand Soreen is to launch its first brand extension by bringing out a cereal bar.

At present Soreen, which is owned by bread-maker Warburtons, only makes malt loaves and malt-loaf variants, which include banana and plum.

However, Soreen sales and marketing director John Smethurst says the company is planning to move into the cereal-bar market by next year. The company will present sample bars to the trade in the coming months.

Smethurst says: “Soreen malt loaf is a nice-tasting product and we’ve tried to make a bar that is just like the loaf. A lot of cereal bars are quite bland and dry, but ours will be moist.”

He says that the bar will be marketed as an all-day snack, rather than a replacement for breakfast, adding however that marketing plans have yet to be finalised. Soreen uses Bartle Bogle Hegarty for advertising and MindShare for media buying.

This year, a number of companies have entered the cereal-bar market. In June, Alpen rolled out its first bar and a month later McVitie’s announced plans, supported by a &£3m marketing campaign, to extend its low-fat Go Ahead! range into the sector.

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