Aryzta Food Solutions is boosting its in-store bakery range with a new limited edition doughnut for Valentine’s Day.

The I ♥ U doughnut, a traditional jam doughnut in a love heart shape, is filled with mixed fruit jam and dusted with powder. Suitable for on-the-go, at-home or meal deal occasions, the product offers retailers profit margins of up to 43%.

The I ♥ U doughnuts are supplied frozen, in cases of 60, and can be baked in 90 minutes. A POS pack, including posters and barkers, will support the launch of the new product.

Mary Byrne, trade marketing manager at Aryzta, said: “Research shows that 42% of in-store bakery shoppers buy due to ‘temptation’ (HIM, 2017), with sweet treat and limited edition products such as the new I ♥ U doughnut enabling retailers to entice shoppers and increase basket spend.

“In convenience, in-store bakery shoppers spend more than average and shop more frequently. Offering customers a range of freshly-baked cakes and biscuits is a simple, cost effective way for convenience retailers to attract new shoppers - and increase basket spend.”