Lyle’s Golden Syrup has launched a new campaign to celebrate the national rollout of its new flapjack range.

Valued at over half a million pounds, the ‘Make Snack Time Golden’ campaign will be showcased across out-of-home, social, YouTube and eCommerce initiatives, with an estimated consumer reach 2 in 5 of UK adults with over 110 million cross-channel impressions.

Alongside these placements, the campaign will be supported by in-store sampling at 125 Tesco stores nationwide, as well as workplace sampling and influencer partnerships.

It follows Lyle earlier this year entering the ambient snack category with its Flapjack multipacks, featuring classic golden syrup and chocolate varieties available in supermarkets such as Sainsbury’s, Ocado, and Tesco.

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The brand, known for its golden syrup, has since expanded its product line to include convenient, single-pack, ready-to-eat flapjacks in both original and chocolate flavour, now available in Tesco.

Lyle’s Golden Syrup brand manager Rhian Moore said: “Making the beloved, nostalgic British flapjack as convenient as a Cherry Bakewell or mince pie reflects our ambition to bring the indulgent taste of Lyle’s Golden Syrup to more accessible formats and occasions than ever before, ensuring Lyle’s is as loved by generations to come as it has been for the last 140 years.

“Our iconic golden syrup is renowned for its rich and comforting taste, and we are confident these flapjacks capture that same delicious quality, reminiscent of the homemade versions enjoyed by families for generations.

“Given the positive response, we’re already developing additional flavours, all underpinned by Lyle’s unwavering commitment to exceptional taste and ambition to help consumers feel Absolutely Golden.”

Earlier this year, Lyle’s axed its 150 year old logo of a dead lion swarmed by bees on bottles of its golden syrup to be replaced by a new, more friendly-looking lion face and just one bee, as the business underwent a rebrand.