Soreen has teamed up with lexicographer and broadcaster Susie Dent – best known as the resident word expert on Countdown – to launch Wordplay, a new in‑pack initiative designed to help families build vocabulary during everyday moments.
Limited‑edition packs of Soreen Lunchbox Loaves now include a card insert featuring new words, simple definitions, and short stories to spark conversations at home.
The launch follows fresh consumer research highlighting concern around children’s language development in the UK, with seven 10 ten adults believing kids today use fewer words than previous generations, and 67% saying children struggle to express themselves confidently. Screen habits are widely seen as a driver of shrinking vocabularies, with 74% of adults blaming increased screen time.
The inserts roll out across 1.5 million five‑pack Lunchbox Loaves nationwide and sit alongside the relaunch of packs carrying a new health claim of “a source of iron” to support focus and learning.
