UK malt loaf brand Soreen turns 80 this year and is celebrating its birthday at its Greater Manchester bakery.
To mark the occasion, the brand has also launched its own Cycle Project, spearheaded by four-time Olympic champion Laura Kenny. The new initiative is designed to encourage consumers, in particualr families, to get on their bike.
The project will see £250 worth of Halfords cycling vouchers given out every day over the summer, as part of an on-pack promotion. The activity is running across the entire Soreen Malt Loaf range. (rrp £0.75 per 42g bar)
The Soreen bakery is based in Beswick, Manchester and the product was invented by John Sorensen in 1938. Now, around 108 million units of Soreen are consumed annually.
Mark Simester, md at Soreen, said: “During the past eight decades, Soreen has refined and expanded its customer profile to engage with the changing needs of the consumer, with its entry into the kids snacking market with lunchbox loaves, as well as the on the go market with Malt Loaf Bars, the two latest product innovations to come from Soreen.
“Containing malt - a rich source of B vitamins, and as a complex carbohydrate with two thirds of its energy released slowly, Soreen began with all the elements of an energy bar and has been fuelling Britons since it launched 80 years ago.”