Malt loaf brand Soreen has announced a new on-pack promotion that offers consumers the chance to win a new bike every day.

Supported by French bicycle manufacturing company Lapierre, the promotion will give purchasers the opportunity to win £50 off a Lapierre adult bike, or 10% off a kid’s bike, valid online and in-store from ‘The Edge’ range.

A winner will be drawn every day over a 3-month period.

“This new on-pack promotion taps into consumers’ desire to enjoy a healthy lifestyle and we want to encourage people to get out on their bikes and cycle into summer with their families,” said Bethan Brown, marketing director at Soreen.

Soreen’s micro-site, the Soreen Cycle Project, will support the promotion, featured on the majority of Soreen packs now. For a chance to win bikes, consumers need to purchase promotional packs of Soreen and register their details online at the micro-site.

The iconic British baker were recently the official supplier to the Tour de Yorkshire and the Tour de Manc, as well fuelling riders on the Tour of Britain later in the year.