The Co-op is launching a raft of premium lollies and ice creams under its Truly Irresistible label to tap into the growth in luxury desserts.

The lollies, which include Fairtade pineapple, mango and banana smoothie sticks, have a healthy slant with a focus on high fruit juice content and only natural flavours and colours. The range is the first Fairtrade frozen lolly range in the UK, claimed The Co-op.

The premium offer also includes more indulgent products, such as Italian-inspired mascarpone & Lemoncello ice cream and a tiramisu ice cream made with free-range eggs .

The launches coincide with reformulations across the rest of its own-label ice cream and lolly category, with added fruit juices and removal of artificial colours and flavours. Prices range from £2.39 for four lollies to £3 for 500ml of ice cream.