UK baked goods company McCambridge Group is investing GBP6m (US$9m) in the relaunch of its Soreen malt loaf brand.

The firm said today (12 March) that the investment is being made in a bid to ensure the brand’s “continued long-term success and development”, with GBP2m of the budget earmarked for a heavyweight marketing campaign.

On the back of its Fruity Five launch, McCambridge said the brand needed to “re-engage” with both its existing target market but to also tap into “a new, younger one”, by way of a TV advertising campaign.

The “Chew it. Then do it” campaign will be rolled out in the Granada region at the end of March.

Sarah-Louise Heslop, marketing manager at Soreen, said: “The comprehensive consumer research that we undertook highlighted one of the reasons loyal fans loved the malt loaf so much, was the slow release energy that the product provides, which is contained in the fruits, coupled also with its healthy and nutritional benefits. This therefore very much led to the new ad creative of ‘Chew It. Then Do It’, that is targeted at mums who are looking for a healthy alternative snack to provide their kids.”

She added: “As a result of presenting Soreen to a new audience and additional brand activity in the pipeline, such as a refreshing the packaging and NPD extension beyond morning goods, Soreen’s growth in both its category and the market in general is set to increase beyond its already impressive figure of 30% of households in the UK purchasing the malt loaf.”