The ‘Source of Iron’ claim flash is design to spotlight how the Samworth Brothers-owned product can help to fuel focus and learning.
This repositioning to underline Soreen’s iron content is a direct response to the growing consumer interest in functional health benefits, with shoppers increasingly invested in health and wellbeing according to the ‘healthy cake’ brand.
As part of the relaunch, the recipe has been redeveloped with real fruit while retaining the “familiar soft texture” that has seen Soreen become a traditionally popular treat across the UK.
The Lunchbox Loaves relaunch promotional campaign will be supported by a seven-figure marketing investment, with a £2 million above-the-line push going live this month across TV and broadcaster video-on-demand.
The campaign will also be bolstered through digital and social activity, PR and shopper marketing.
“As the leader in healthy cake, we’re focused on delivering great-tasting products that align with evolving consumer priorities and help drive category growth,” said Liz Jacobs, marketing director at Soreen.
“The updated Lunchbox Loaves pack 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 Lunchbox Loaves redesigned packs are available now across grocery and convenience channels.
This latest launch follows on from the brand’s ‘Your Squidgy Little Pick Me Up’ TV campaign released last year, which is still running concurrently to Lunchbox Loaves.
Through these combined efforts, Soreen is aiming to reach as many as 80% of main household shoppers with children this year.