Soreen's April Fool's Joke lights up!

Soreen fans urge the brand to make their April Fool’s joke a reality.

The nation’s beloved Malt Loaf brand, Soreen, have sent fans into a malty aroma craze at the start of the month by announcing the launch of their Soreen Scented Bliss Candle, filled with the aroma of freshly baked malt loaf.

Following the announcement, one of the many consumers engaged in the conversation and hype on social media posted: “I’m hoping the Sticky Toffee candle will be out for Christmas.”

However, just as the madness lit up, and the love and demand for this idea grew, another post appeared from the company to blow out the excitement, much to the disappointment of readers.

One fan wrote: “Well, I am sad that this is an April Fools.” Whilst another added: “Too many of these April Fools are actually great ideas! Make this real.”

The April Fool’s joke from the cheeky, cheerful iconic brand, has certainly kicked up much debate as to whether they should branch out into the fragrance market, given the reaction from consumers.

Liz Jacobs, Marketing Director at Soreen said “We can’t believe the positive reaction the prospect of a Malt Loaf Candle has had – we have gained a lot of demand from fans to make this idea a reality.

“We know our Original Malt Loaf evokes love and nostalgia for many families across the UK. So, who knows? Maybe one day, we’ll branch out and bring the aroma of our squidgy loaves into the UK’s living rooms.”

Consumers can find Soreen’s Original Malt Loaf and Malt Lunchbox Loaves in the cake aisle, along with a variety of other fruity and confectionary flavours, in supermarkets and convenience stores – a tasty and affordable snack, perfect for a pick me up!

Soreen also added Apple & Mango to its popular soft-baked Lift Bar range earlier this year. The latest addition to Soreen's non-HFSS portfolio provides a fruity flavoured snack for the perfect mid-morning boost.