Esther-Grace Button voices the new ‘Soreen’ commercial.

Esther-Grace Button voices the tag in the new Soreen commercials which are out now.

This marks the start of Soreen’s largest marketing campaign ever, investing £2 million to promote its malt loaf products as a versatile pick-me-up snack. The campaign, featuring the tagline “The Soreen squidge’ll pick you up,” will run for six weeks across various media platforms, including TV, digital, and social media. The ads highlight Soreen’s Original Malt Loaf, along with other product variants like Banana Lunchbox Loaves and HFSS-compliant Blueberry Lift Bars, using a playful, sunlit video with a soundtrack inspired by the 80’s hit “The Sun Always Shines On TV.”

Marketing director Liz Jacobs emphasized that the campaign, which will reach 70% of UK adults, aligns with Soreen’s mission to promote “feel-good nutrition” through healthier, affordable snacks. Soreen products are positioned as nutritious options, being vegan-friendly, high in fiber, and low in calories. The campaign is part of Soreen’s broader strategy under its parent company, Samworth Brothers, which also owns other popular bakery brands.