Sponge and custard fans can get their dessert fix together in a tin for the first time, according to pudding manufacturer Simpsons.

The company has come up with what it claims is the sector's first combined tinned pudding, which can be cooked in the microwave or boiled on the hob.

The range consists of syrup sponge & custard, chocolate sponge & custard and spotted dick & custard, all of which will retail at 99p.

Commercial manager Bryan Cooke said Simpsons expected to increase its market growth with the launch of the new range.