Soreen relaunches its Lunchbox Loaves with on-pack health claims

Healthier cake brand Soreen is relaunching its Lunchbox Loaves range with a bold new pack design featuring a new prominent Source of Iron claim flash on packs.

The claim highlights how the brand’s source of iron “helps to fuel focus and learning, directly responding to the growing consumer interest in functional health benefits, as shoppers become increasingly invested in health and wellbeing and are seeking more from their snacks,” it said.

As part of the relaunch, the recipe has been redeveloped with real fruit while retaining the familiar soft texture that appeals to children and adults alike.

Liz Jacobs, marketing director at Soreen, said: “We’re focused on delivering great-tasting products that align with evolving consumer priorities and help drive category growth.

“The updated Lunchbox Loaves design and improved recipe make it simpler for shoppers to make a healthier choice, clearly positioning Soreen as the smart option in sweet snacking while helping retailers boost sales.”

The relaunch will be supported by significant marketing investment, with a £2m ATL campaign going live this month. It will be bolstered through digital and social activity, PR and shopper marketing.

The Lunchbox Loaves redesigned packs are available now across grocery and convenience channels.

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