CHESHIRE-BASED craft chain Arthur Chatwin is capitalising on the football World Cup tournament with dedicated window displays and sales of specially decorated bakery products across its stores.

“We’re supplying fondant fancies, fairy buns and small frangipanes with England’s white and red cross on top, and gingerbread men sporting an England football shirt,” said bakery manager Kevin Pearce. “If England get knocked out of the tournament, we will re-evaluate whether to continue selling them – we may do so for a week or so and see how they go.”

Pearce revealed that in one week it had sold 2,000 gingerbread men. “Gingerbread men have always been good sellers for us,” he said. “They’re really popular with young people.” The colourful window displays have helped spur overall sales, he added.

Arthur Chatwin runs 20 shops across Cheshire and Staffordshire. In February it opened its 20th outlet and 70-seater café, described as its flagship store, in Chester.