Malt loaf producer Soreen has created a range of fruit loaves using its trademark sticky recipe and yellow packaging.

The fruit loaf varieties will include new additions Cinnamon & Raisin and Orange & Sultana, together with relaunches of Lincolnshire Plum and Rich Fruit loaf - both following the traditional recipe of the main brand.

"The range gives us a great platform to speak to non-malt loaf consumers who want a more moist and sticky eating experience from a fruit loaf," said brand manager Alison Dunn. She noted the products would compete against more traditional bread-based fruit loaves but would offer a different eating experience.