The Apprentice 2016 winner Alana Spencer has launched new retail display units for her Ridiculously Rich by Alana brand.

The units, which are custom-built and branded with Ridiculously Rich by Alana artwork, allow customers to self-serve from a selection of Spencer’s traybakes. They also have space for packaged grab-and-go slices that launched last year.

The roll-out of the cabinets followed the success of traybake sales in independent retail and convenience stores, said the business.

The units have launched into two c-stores and had already delivered “incredible results”, according to the brand. It added that sales had more than doubled in one of the stores since the unit was installed two weeks ago.

“We’ve seen a gap in the market, with people moving away from plastic and an increase in the self-serve trend,” said Lord Sugar, who invested £250,000 in Spencer’s business in a 50/50 partnership.

“Our brand new units are designed for this and sit perfectly in any premium retail stores. We are very excited to have launched the first two units into stores [this week], with more launching later this year. We’re excited to see the success for these stores and for Ridiculously Rich.”

Further units are set to launch within the next few months.