Lyle’s Golden Syrup Fruit Loaf combines 14% golden syrup with Soreen’s fruit malt loaf and is designed to tap into the breakfast market as well as compete with teatime cakes and biscuits.
The product is 95% fat-free and contains fibre filled fruit.
“There is heavy competition within the morning goods sector, but both Lyle’s Golden
Syrup and Soreen are strong brands, which combined, will generate a high level of consumer interest and brand loyalty,” said Soreen brand manager Alison Dunn.
Virginia Lana, franchise development manager at Lyle’s, added: “It is a very good fit between two brands with great heritage, strong appeal and consumer trust. It complements our total product offer and allows us to take Lyle’s Golden Syrup into a new category.”
The loaf is packaged in Lyle’s distinctive green and gold livery and comes in a 300g family size pack with an rsp of 79p. It has listings in Tesco, Sainsbury, Somerfield and Kwik Save.