Soreen

Here’s the sub-headline from a Guardian story: “Does the enduring appeal of Britain’s favourite proprietary malt loaf represent a rare triumph of experience over expectation, or is it because it’s never going to be trendy?”

Does make much sense to me. I’ve never heard of a malt loaf. But I like the name Soreen and I find the slogan interesting: “Chew it, then do it.”

Here are a few hints:

Malt brings to cake a lasting, earthy savour, reclaiming it from pudding. And at the risk of sparking another Jaffa Cake brannigan I reckon Soreen is closer to cake than bread. Its main triumph is its softness, of course, and then its stickiness. It welds itself to your teeth like molasses and Uhu, and gives you malt breath for hours.