Carrs Foods is launching Jumbo Hot Dog Rolls under its revamped Baker Street brand.

The soft rolls, which are pre-cut and have a minimum shelf life of 40 days, were launched to tap the consumer trend for trading up to larger hot dogs, said Carrs.

The rolls are the first product Carrs has released under the relaunch of its ‘fresher for longer’ Baker Street brand, which the firm has so far invested £500,000 in.

The investment includes NPD, new branding, packaging and marketing support for the range, which features 18 bakery products with a retail value of over £14m.

“Baker Street is all about delivering products that are fresher for longer, a key driver for the brand and particularly important for impulsive meal occasions like barbecues,” said Jeremy Gilboy, managing director at Carrs Foods.

“It can be quite a challenge to plan ahead for a barbecue or picnic so the fact that our Jumbo Hot Dog Rolls will stay fresh is a real benefit for consumers waiting for the illusive hot weather to enjoy their al fresco eating.”

The Jumbo Hot Dog Rolls will will retail at £1.69 for a pack of four and will be available  through wholesale and convenience outlets nationwide, including Bestway, Nisa and Appleby Westward.