Soreen gets set for summer with new on-pack promotion


Leading British manufacturer of the nation’s favourite malt loaf, Soreen, has announced an exciting new on-pack promotion that offers consumers the chance to win a new bike every day.

The new promotion is supported by Lapierre – a brand synonymous with quality bikes in the cycling world, having been in business over 60-years – and is designed to get shoppers and Soreen lovers more active by providing access to bikes.

Mark Simester, Managing Director at Soreen, said: “Millions of Brits are physically inactive, and the importance of a healthy lifestyle has never been more prominent. We’re not only committed to fuelling cyclists and families in a healthy way through nutrition, but we are also invested in people’s general wellbeing and lifestyle. That’s why we launched the Soreen Cycle Project last year as we wanted to encourage more people to get active, to get on their bike and remove some of the barriers to cycling. To assist, this year, Soreen are giving customers the chance to win Lapierre bikes every day over the summer months so families have access to bikes and are able to get active.”

Featured on the majority of Soreen packs now, the promotion will give purchasers the opportunity to win £50 off a Lapierre adult bike, or 10% off a kid’s bike, valid online and in-store from ‘The Edge’ range. A winner will be drawn every day over a 3-month period.

To support the new promotion, Soreen’s micro-site, the Soreen Cycle Project, provides all the details behind the promotion and explains how new Soreen purchasers and regular fans can be in with a chance to win. Consumers can visit the site from the homepage of the brand’s main website or via

Bethan Brown, Marketing Director at Soreen, said: “Soreen remains a firm family favourite throughout the UK, due its enjoyable treat-like taste, squidgy texture and health credentials. Soreen has great nutritional values and is loved by children, families, fitness fans and athletes. This new on-pack promotion taps into consumers’ desire to enjoy a healthy lifestyle and we want to encourage people to get out on their bikes and cycle into summer with their families. So, what better way to do that than for us to support this by giving people the chance to win bikes every day. Great offers always go down well with our customers, which is why retailers are stocking up on Soreen now ahead of the increased consumer demand the promotion is likely to generate. We are also delighted to be working with Lapierre on this promotion as a world class bicycle manufacturer.”

The iconic British baker is increasingly recognised nationally as fuel for exercise and a tasty energy source for those on the go and were recently the official supplier to the Tour de Yorkshire and the Tour de Manc, as well fuelling riders on the Tour of Britain later in the year.

For a chance to win bikes, consumers need to purchase promotional packs of Soreen from local supermarkets and register their details online at Full terms and Conditions are also available online.