Lyle’s Golden Syrup introduces its inaugural ambient snack product.

Lyle’s Golden Syrup has unveiled its first original flapjacks, set to hit UK supermarkets this June. This marks a significant step for the brand as Lyle’s Golden Syrup introduces its inaugural ambient snack product, blending rolled oats with the iconic syrup to create ready-to-eat flapjacks.

The new Lyle’s Golden Syrup Flapjacks offer an indulgent take on this beloved British classic, designed to cater to the growing trend of on-the-go purchases among British consumers. Described as “gloriously gooey and generous,” these flapjacks feature the signature silky-smooth flavor of Lyle’s Golden Syrup.

To support this launch, the brand will implement a six-figure marketing campaign that includes e-commerce advertising, in-store sampling, and paid social media promotions. As Lyle’s Golden Syrup introduces its inaugural ambient snack product, the brand aims to capture the attention of snack lovers across the country.

Nick James, marketing director for Lyle’s Golden Syrup, commented: “For a century and a half, Lyle’s has added fun and flavor 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.”

James emphasized that the launch, crafted with the quality and care expected from Lyle’s, aims to provide a delicious product for consumers and help retailers increase value in a segment currently lacking a clear brand leader. Lyle’s Golden Syrup introduces its inaugural ambient snack product as part of this strategy, encouraging consumers to view Lyle’s as an affordable, everyday treat with the same delightful taste that makes them feel “Absolutely Golden.”

The Lyle’s Golden Syrup Original Flapjacks will be available in multipacks starting June 2024 at Sainsbury’s and Ocado, with a recommended retail price of £2.50.