Malt loaf brand Soreen has teamed up with lexicographer and broadcaster Susie Dent to launch Wordplay, an initiative designed to boost vocabulary by turning snack times into learning moments.
As part of the campaign, research was commissioned that highlighted growing concern about children’s language development in the UK. Seven in ten UK adults (70%) believe children today use fewer words than previous generations.
More than two thirds (67%) of adults say children now struggle to express themselves confidently, linking vocabulary loss to wider communication challenges and with screen habits seen as a major driver.
Soreen is introducing a simple, everyday support tool designed to fit naturally into family life.
Limited packs of Soreen Lunchbox Loaves now include a Wordplay insert featuring joyful new words, definitions, and short origin stories, designed to spark curiosity, conversation, and aid learning. The launch will see 1.5m packs rolling out across stores.
Susie Dent said: “Many parents will know that reading, one of the key ways to improve our wordpower, is often being sacrificed to screen time.
“But learning comes in many different forms, and we can find it even in the smallest moments of the day, including snack-time. From ‘kerfuffle’ to ‘hullabaloo’, the words selected by Soreen will make families smile, wonder and, crucially, talk together about the magic of the dictionary.”
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