Aryzta Food Solutions is tapping into the trend for indulgent seasonal treats with the launch of its Otis Halloween Muffin.

The latest addition to the Otis range - available from September 18 – is made from rich chocolate and vanilla cream, topped with a pumpkin-shaped decoration and wrapped in a colourful Halloween-themed case.

With an rrp of £1, the limited-edition product is supplied frozen for ‘thaw and serve’ and available to retailers in case sizes of 30.

Paul Whitely, head of marketing at Aryzta Food Solutions, said: “Halloween is fast-becoming a major seasonal occasion for retailers, with demand for Halloween-themed treats on the rise. It’s the perfect excuse for consumers to celebrate, with young consumers proving key to its success.

“Research shows that millennials who grew up celebrating Halloween are buying more items and spending more on average than other generations (Mintel Seasonal Shopping, April 2016).

“Our new Otis Halloween Muffin taps into this demand, with a treat that can be enjoyed by shoppers young and old. It’s sure to attract hordes of shoppers to the bakery fixture this autumn!”