Burton's Foods has launched a new premium organic biscuit brand in a bid to take on Duchy Originals and Green & Black's.

The Edinburgh Bakery range is targeted at core organic biscuit consumers, AB 35 to 64 year-olds. It is positioned as a "better-for-you" treat and flags up the fact that it is made from all-natural ingredients.

The range is available in four flavours: sultana & honey; cream & vanilla; oat, date & sultana; and orange zest & honey. The biscuits will be available at an introductory offer of £1.49 but will retail for £1.99 a packet.

"We are hoping The Edinburgh Bakery will encourage more consumers into organics by using premium, natural ingredients," said category controller Sue Garfitt. "The idea is that the biscuits look and taste home-made, not manufactured."

The organic biscuit market is currently worth £21m and has grown 20% over the past three years, according to Burton's.