Kingsmill has launched a new range of Christmas tree-shaped crumpets in the hope to drive retailer growth in the category.

The Allied Bakeries brand aims to encourage impulse purchasing, as well as attract new shoppers with the new festive offering.

Ky Le Vuong, group brand manager at Allied Bakeries, said: “Crumpets help retailers to drive value and volume growth in the bakery category during the winter months. They are a warming evening treat for mums looking for some well-earned ‘me time’ after the kids have gone to bed, and an increasingly popular after-school snack for children because they’re more substantial than crisps and chocolate.”

Asda launched its limited-edition Christmas tree crumpets last year, which proved to be a success. The range attracted 229,000 new crumpet shoppers in Asda, compared with the previous year [Kantar Worldpanel, 8 w/e 5 January 2014 vs previous year].

Vuong continued: “We know that consumers are looking for novel and fresh ideas to inspire them at breakfast and snacking time, while retailers are looking for products that support in-store events and help them to drive incremental sales by capitalising on seasonal occasions. Our festive shaped crumpets play to both of these needs and will help retailers grow sales in the bakery category in the run-up to Christmas.”

Kingsmill Christmas tree-shaped crumpets have launched as a six-pack format, with a RRP of £1.