McCambridge Group has expanded its Soreen range with the launch of its mini malt loaves.

McCambridge said the Lunchbox Loaves are available in two variants – original malt loaf and banana, each containing under 100 calories.

The company said the product launch “strengthens the brand’s product offering for consumers on the go, as well as those looking for a healthy, low fat snack for children’s lunchboxes”.

Soreen marketing manager Katherine Collins said: “The launch of the new Lunchbox Loaves has enabled Soreen to expand its range of portable formats for out of home occasions and children’s lunchtime snacks, which meet the Government’s food based nutritional standards for schools.

“The addition of this mini loaf product format also sees the Soreen factory investing in new equipment, which is the first stage of brand investment for Soreen’s wider snacking portfolio.”

The launch will be backed by a major national PR and marketing campaign targeting national newspapers, national magazines, sports and parenting press.

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By GlobalData

Lunchbox Loaves will be available to buy in packs of five at Asda from January for an RSP of GBP1.35. The original malt loaf flavour will be available at Sainsbury’s.