Aryzta Food Solutions is launching a heart-shaped limited-edition doughnut for Valentine’s Day.

Dubbed the ‘I U’ doughnut, it is a traditional jam doughnut filled with mixed fruit jam and dusted with a light powder finish. The doughnuts are supplied frozen in cases of 60 and can be ready to serve in 90 minutes. They are being supported with a point-of-sale pack available for retailers to download.

Aryzta claimed that, whether served on its own or as part of a deal with a hot drink, the doughnut can offer profit margins of up to 43%.

Citing HIM research, Aryzta said 42% of in-store bakery shoppers bought due to ‘temptation’, with sweet treats and limited-edition products giving retailers an opportunity to increase basket spend.

“In convenience, in-store bakery shoppers spend more than average and shop more frequently,” added Aryzta trade marketing manager Mary Byrne.

“Offering customers a range of freshly baked cakes and biscuits is a simple, cost-effective way for convenience retailers to attract new shoppers.”

British Baker subscribers can read our take on an alternative approach to Valentine’s Day here.