Aryzta Food Solutions is expanding its Easter range from Otis with the introduction of a new Cracked Egg Muffin.

Available now, the muffin (rrp £1.49 / case size of 28) is supplied frozen and made using a chocolate chip base with a vanilla cream centre, finished with a white chocolate cream cracked egg decoration.

Mary Byrne, trade marketing manager for retail at Aryzta Food Solutions, said: “Demand for seasonal npd is at an all-time high, and Easter is a key period for retailers looking to drive sales from the bakery fixture as shoppers look to treat themselves.

“Half of convenience store retailers believe that getting behind seasonal events with themed displays, products and promotions will create a more enjoyable experience for their shoppers, resulting in greater basket size and spend.”

Byrne added: “The new Otis Cracked Egg Muffin is the perfect indulgent treat for retailers looking to drive bakery sales in the run up to Easter, and for consumers looking for something a little different versus traditional Easter bakery items, such as hot cross buns.”

Commenting on the launch of the new Easter muffin, David Ancell, owner of Simply Fresh in Gosforth said that seasonal launches and in-store theatre have become a major event for retailers, with shoppers looking for something “quirky and different.”

He continued: “Shoppers really buy into seasonal theming, and it’s become hugely important for driving sales across a whole host of categories. In 2018 we introduced the Otis Halloween Muffin, which went down really well especially with the kids.

”We also had a link-deal in place where shoppers could buy a hot chocolate from our Seattle’s Best Coffee unit plus an Otis Halloween Muffin, which produced great results. With proper planning, and space allocated for in-store theatre, you can really turn seasonal into an event shoppers won’t want to miss out on.”