Manor Bakeries has teamed up with custard manufacturer Bird’s to offer its consumers a free sachet of Bird’s Instant Custard with every promotional Lyons Treacle Tart Pack.

The promotion aims to encourage consumers to serve the Lyons Treacle Tarts hot with the Bird’s custard in order to increase sales of desserts in the run up to winter.

Manor Bakeries convenience manager, Hazel Cawthorne, said: “By offering customers two brands with true heritage - at no extra cost to the customer - this promotion provides retailers with a real opportunity to increase sales and profits on this category.”

The promotion will be available in all convenience and independent stores from mid-October.