Indulgent chocolate brand Gü is extending its reach into in-store bakery with a new range of adult-only cookies. The company best known for its chilled desserts has identified a gap in the market for an upmarket branded cookie that isn’t aimed at children.

Said product manager Claire Richardson: "We found that 50% of premium cookie buyers are one- to two-person households and 50% have no children, yet all the ISB cookies (own-label and licensed) are sold in packs of four or five cookies. The licensed products on the market are ’family-type brands’, all of which are confectionery licences like Smarties and Rolo."

has launched three premium varieties in packs of two: Ultimate Chocolate (chocolate cookies with chunks of chocolate), Chocolate & Sour Cherry (chocolate cookies with chunks of chocolate and sour cherries), and Chocolate & Caramel (caramel-flavoured cookies with chunks of chocolate and caramel pieces).

The packs are currently listed in Asda and baked in-store, although Tesco will sell the products from late November and a roll-out plan for other retailers is in place.