Guylian is using its expertise in Belgian chocolate to venture into the luxury cake market.

The Belgian Chocolate Sea Shells Cake, which is decorated with the company's seashell chocolates, has exclusive listings with Sainsbury's from this week.

Guylian plans to target 25 to 65-year-old women with the 835 gram combination of sponge, hazelnut praline and chocolate. The 10-portion cake costs £8.99.

"Guylian is looking at ways to develop the brand and this seemed a natural progression from the chocolates," said a spokeswoman. The company was keen to look at more product launches if this one proved a success, she added.