Bettys & Taylors of Harrogate is launching an extra-moist chocolate cake in response to complaints from shoppers about how dry other products on the market are.

The chocolate & orange cake, which hits Waitrose shelves this week, contains more butter and chocolate to give it a moist texture and no artificial flavours or colourings.

The company developed the cake after it ran a focus group last summer and found people wanted more moisture and chocolate, said Alistair McIntosh, sales and marketing manager.

Sales of the company's cakes and biscuits rose 30% to £5m in the year to December, according to Nielsen.