A new survey has revealed that three-quarters of Britons believe children’s vocabularies are shrinking, with 67% saying kids now struggle to express themselves confidently. The research, commissioned by malt loaf brand Soreen, suggests that adults largely blame this trend on screen habits, with 74% convinced that phones, tablets, laptops, TV and other devices are “stunting” speech rather than supporting learning.
While many parents believe they are responsible for building vocabulary at home, only a small minority feel confident about how to help their child do it. In response, Soreen has partnered with broadcaster, author and lexicographer Susie Dent to boost the nation’s word power.
“Evidence suggests that around four in ten children are falling behind in their vocabulary development,” Dent said. “Many parents will know that reading, one of the key ways to improve our word power, is often being sacrificed to screen time.”
To address this issue, Soreen is launching limited-edition packs of its Lunchbox Loaves that include a “Wordplay” insert featuring new words, definitions and short origin stories. The aim is to “spark curiosity, conversation, and aid learning,” according to Dent.
“From ‘kerfuffle’ to ‘hullabaloo’, the words selected by Soreen will make families smile, wonder and, crucially, talk together about the magic of the dictionary,” she said. “Wordplay is all about bringing the joy back to language.”
Liz Jacobs, marketing director at Soreen, acknowledged that parents are looking for ways to support learning at home, but time is tighter than ever. “Wordplay fits seamlessly into family life with a snack, a smile, and a new word to try out together,” she said.
The nationwide launch will see one-and-a-half million limited-edition packs rolling out across major UK supermarkets, with Wordplay available now in five-packs of Soreen Lunchbox Loaves nationwide.
