Indulgence Cupcake Company’s cupcakes will soon be eaten mid-flight, after it landed a deal with Virgin Atlantic’s pre-order shopping service.

Forming part of a deal with inflight retail specialist Tourvest Duty Free UK, the Brighton-based business will supply packs of four specially designed cupcakes for passengers on Virgin Atlantic flights.

The cupcakes have to be pre-ordered at least four days in advance, or seven days from Manchester and Glasgow, and will be delivered to the customer’s seat upon boarding the aircraft.

The firm is also looking to expand its product range, to include seasonal specials for example.

Jeremy Jacobs, managing director, Indulgence Cupcake Company, said: “We are very excited to start supplying Virgin Atlantic passengers with our cupcakes; we are committed to supplying the very best British cupcakes and are very excited that passengers will be able to celebrate a special occasion or trip with a box of our tasty cupcakes at 35,000 feet.”