Soreen launches new Cycle Project


Posted in Community

Soreen recently launched the ‘Soreen Cycle Project’ with four-time Olympic champion Laura Kenny. The project is an initiative which champions people, in particular families, to get cycling.

The Soreen Cycle Project will also further support cycling participation by giving away £250 worth of Halfords cycling vouchers every day over the summer months. This will support families by giving them access to cycling equipment and encourage them to get riding.

Mark Simester, MD at Soreen said: “Millions of Brits don’t get as much exercise as they should, which is why we want to encourage the importance of healthy, active living through the Soreen Cycle Project. We have also worked with bodies such as British Cycling and the Forestry commission as part of this campaign so that we can help to offer cycling routes and provide advice on how to get cycling.”

“Soreen has been fuelling Brits for 80 years now and our latest innovations, Malt Loaf Bars and Lunchbox Loaves for children, are a great and convenient source of natural energy. They hold all the ingredients of a nutritious and healthy snack so are ideal as an on-the-go food supply and prefect for those on the move or cycling.”

Laura Kenny commented: “This initiative is very close to my heart, not just because I love cycling, but also because I’ve been brought up to lead a healthy and active lifestyle, thanks to my Mum, who has always been my inspiration. She completely changed her lifestyle when I was younger and helped shape the way I thought about food and exercise. It goes to show that everyone can do it.”

“I learnt to ride when I was about 6 and would encourage any child, as well as families, to cycle. After all fresh air is free.”

Part of the Soreen Cycle Project initiative is also to raise awareness of the more than 300 miles of Lost Cycleways, which are buried across the UK. They were built in the 1930s and have since fallen into disrepair but through their revival could be made available again to cyclists, which will provide far greater accessibility.
Soreen is also an official supplier to the Tour de Yorkshire this year, and it will be the brand’s 10th year of sponsorship of the Tour of Britain.

For a chance to win the cycling vouchers, people need to purchase promotional packs of Soreen from local supermarkets and register their details online at