Park Cakes is launching its first chilled desserts range under the new Filthy Food Company brand, with the boast of the "most outrageously indulgent offer ever".

The four-strong range of chocolate bites, launched in Sainsbury's this month, is aimed at women and uses the tagline 'obsessed by pleasure'. All communication on the packaging and stickers add to the playful tone, with comments such as 'undress with care'.

The products (rsp £4.99 for 12 pieces) include Seductive Strawberry & Cream Bites; Kinky Crème Brûlée Bites; Captivating Caramel Bites; and Cheeky Chocolate Bites. Further NPD will be launched in the spring.

Other than a small Park Cakes-branded range, this is the first branded launch from the business. The company, an own label supplier to M&S, was acquired from Northern Foods for £160m by venture capitalist Vision Capital last year. The launch will be supported by posters, online and sampling.