New York Bakery Co is expanding into muffins following a brand relaunch that brought a 60% hike in sales.

The company claimed the ‘New York-style’ muffins, which roll out to Tesco at the end of this month, are larger than other branded offerings and would target a gap in the market for an indulgent product that offers a ‘coffee shop’ treat. They will be available in two-packs in two flavours: double chocolate and blueberry (rsp: £1.69).

The launch will be supported by in-store promotions and as part of a £3m brand-wide communications spend.

New York Bakery Co sales have grown 60% YOY to £39.1m [Nielsen 52w/e 31 March 2012] after the revamp last January.