Bakery supplier Rich's is claiming a UK first with the launch of filled cookies that it says will "inject excitement and innovation" into the sector.

The Filled Cookies are available exclusively from Tesco in two variants: chocolate with cream filling and vanilla with milk chocolate filling. They are being positioned at the premium end of the market at an rsp of £1.19 for four and would fill a gap for affordable high-quality cookies, said marketing manager Gail Lindsay.

"Standard brands make up the largest part of the cookie market, taking 48.5% value share, but it is premium products that are driving growth," she said.

"Filled Cookies have been designed to strengthen the cookie sector by offering consumers a high-quality yet affordable treat."

Biscuits remain popular with cash-strapped UK consumers, sales rising 7% last year to £1.93bn.