Selfridges is to sell a Reese’s peanut butter and chocolate panettone as part of its Christmas range.

Priced at £27.99, the panettone forgoes the traditional fruity filling in favour of milk chocolate, Reese’s peanut butter chocolate and peanut butter cups.

It is produced exclusively for Selfridges by Italian bakery Perbellini – a family run bakery based in the small town of Bovolone which has been hand-making panettone since 1900.

The panettone, which weighs 1kg, will be made in limited batches by Perbellini and Selfridges suggests consumers toast it before serving so it “melts in the mouth”.

It will join products such as the Mince Pie Advent Calendar, traditional Christmas puddings and a selection of shortbread and Biscuiteers’ iced biscuits on shelves in Selfridges over the festive season.

The traditional Italian bread has been growing in popularity in recent years, with Waitrose even creating a sourdough Easter egg panettone earlier in 2018 to tap into demand. Many of the major retailers’ festive ranges feature panettone, with flavours including Orange Liqueur & Chocolate from Tesco, as well as gluten-free options.