soreen breakfast bar

Soreen is targeting busy younger consumers with the launch of Breakfast Bakes, the brand’s first range of on-the-go breakfast products.

Available in Original Malt, Apple & Cinnamon and Fruity Five flavours, the bars have a base with the same texture as Soreen’s loaves, and are topped with toasted oats. Sold in packs of five (rsp: £2), they launch in Morrisons next week, followed by Sainsbury’s the week after and Asda in October.

Soreen said the bakes had been designed to target 25 to 34-year-olds as 75% of this age group ate breakfast out of the home, compared with 55% of the overall population [Mintel Breakfast Eating Habits report April 2014].

“This continues our investment in a long line of NPD to help meet on-the-go consumer needs including pre-buttered snack packs and Lunchbox Loaves,” said MD Paul Tripp. “With the introduction of Breakfast Bakes, we want to redefine the typically dry eating experience of breakfast bars with a product that has the unique Soreen texture our customers enjoy.”

Soreen’s sales in the year to March were up 10% to £31.5m [IRI 52 w/e 28 March 2015].