I had The Fruity Malt Loaf SOREEN in London. It used to be my favourite. When I had it for the first time, I thought the taste and the texture were similar to Japanese sweet. It reminded me of brown sugar flavour. But now I think it's not really like that. Anyway I love this, especially the gooey texture. After a few (or bit more) pints at a pub, our friend G told us to show us the proper way of eating it. Slice the loaf about 1cm, and spread butter (it was same as mine!). It's also nice with unsalted butter. It is sticky and quite difficult to cut, so prepare a good knife. 220g, £0.69 (¥139).