UK baker Soreen is to launch a Malt Toastie loaf as part of a push into the morning goods category in the country.

The product is set to go on sale at Asda stores next month at an RSP of GBP1.39 (US$2.27).

Soreen brand manager Katherine Collins said: "We saw a gap in the market and as the market leader for malt loaf we felt it was time to inject some excitement into the morning goods category, while adding value at the same time. The logical step was to evolve the range with a selection of toasting loaves, developed specifically for the breakfast occasion and to fulfil the need for a mid-morning snack, and we're confident that the new Toastie loaf will offer something different."

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