Soreen is using a £6m cash injection from Barclays Bank to give itself a "modern and energy food image" and invest in a hi-tech super-bakery to improve service to retail customers.

McCambridge Foods is relaunching Soreen with the new 'Chew It. Then Do it' marketing campaign next month, accounting for £2m of the Barclays funds.

Soreen managing director Paul Tripp described the push which marks the brand's return to television after a nine-year absence as the first phase of a "transformation year".

In the autumn, Soreen will relaunch with fresh packaging and NPD extension beyond morning goods.

"Soreen is a strong brand but has not had the monies available to engage with consumers the way it used to," said Tripp. "We want to engage with the next generation and sell the key messages that it provides energy and fruit-filled goodness."

The remaining £4m will be spent on an automated super-bakery adjoining Soreen's headquarters in Manchester, set to be completed by Christmas.

Tripp conceded that the age of the existing manufacturing equipment had caused service issues that had damaged Soreen's reputation for reliability among retail customers.

"We are just over the largest hump of service issues," he said. "We can now meet the heightened ­demand for Soreen that will come as a result of the new marketing."

Barclays had given McCambridge "a high level of autonomy", Tripp said, claiming the bank was impressed by Soreen's recent sales, which rose 17% to £27m last year [Kantar 52w/e 21 February] on the back of the successful launch of low-fat Fruity Five in October.

Soreen has just won an export deal to supply 800 Woolworths stores in Australia with Fruity Five and sliced Soreen.

Barclays owns a 60% stake in McCambridge. The bank invested £6m in the Soreen brand last December in the wake of an announcement by McCambridge that it had turned an operational profit for the first time since emerging from administration in 2007.