Lyle’s Golden Syrup launches its first ever ambient snack product

Lyle’s Golden Syrup has announced its first original flapjacks, rolling out across UK supermarkets this June.

Lyle’s Golden Syrup Flapjacks is a major launch for the brand into the ambient snack category, combining rolled oats and the classic Lyle’s Golden Syrup for ready-to-eat flapjacks.

Lyle’s has created indulgent ready-to-eat flapjacks; delivering a well-rounded, enticing take on the well-loved British classic, set to be popular in line with British consumer on-the-go purchase habits.

Lyle’s Golden Syrup Flapjacks are described as “gloriously gooey and generous flapjacks” made with the signature silky-smooth taste of Lyle’s Golden Syrup.

The launch will be accompanied with a six-figure marketing campaign, comprising of e-commerce advertising, in-store sampling and paid social.

Nick James, marketing director for Lyle’s Golden Syrup, said: “For a century and a half, Lyle’s has added fun and flavour to the kitchen cupboards of households across the UK. Now, we’re making it easier for consumers to enjoy Lyle’s on the go, with a major launch for the brand into the ambient snack category.

“We’re sure that our launch, crafted with the care and quality you’d expect from Lyle’s, can simultaneously provide a great tasting product for these consumers, and that bringing the power of the Lyle’s brand to a segment that doesn’t have a clear brand lead will drive incremental value for retailers.

“Lyle’s Golden Syrup Original Flapjacks is a grand step forward in the Lyle’s journey, encouraging consumers to discover Lyle’s as an affordable, everyday treat, with the same delicious taste that makes you feel Absolutely Golden.”

Lyle’s Golden Syrup Original Flapjack is available in multipacks launching June 2024 from Sainsbury’s and Ocado. RRP: £2.50.

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