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Source: The Coconut Collaborative

The new pud will land in chillers from 18 September

Free-from yoghurts and cold desserts maker The Coconut Collaborative is ramping up its rivalry with Gü Puds and Gâto & Co with its first foray into hot puddings.

Chocolate Melt in the Middle (rsp: £2.99/2x90g) comprises gluten-free sponge with a runny centre from dark chocolate and coconut cream. It is set to land in chillers from 18 September.

Melt in the middle desserts were “hugely popular” in the UK, said The Coconut Collaborative founder James Averdieck. The brand’s latest innovation would “allow us to break into the after-dinner occasion”.

It comes after Gü Puds last month launched Heavenly Hot Puds, its first sub-brand, combining existing variants Chocolate Soufflé and Chocolate Molten Middle with new duo Belgian Chocolate Brownie and Sticky Toffee Pudding.

In February, Gâto reformulated its portfolio, including Chocolate & Caramel Hot Brownie and Salted Caramel Hot Sticky Pudding, and relaunched it as fully vegan.

A month later, Coconut Collaborative – which added its first dessert pots in January 2016 – expanded its US operations after raising £3m from existing shareholders.