Warburtons hopes to replicate the success of its bread portfolio with a revamp of its crumpets, pancakes and potato cakes.

The Bolton-based baker is relaunching the products in time for the New Year, with brighter and more modern packaging.

"Our range of 'Breakfast Occasions' products is growing in popularity and this new eye-catching packaging design across the range will improve stand-out on shelf and help drive impulse sales in this high-performing sector," said a spokeswoman.

Warburtons Crumpets will also feature an on-pack flash saying 'Britain's Favourite', to promote a rise in sales of 53% year-on-year to £28m of its six-pack of crumpets, (Nielsen).

In October Warburtons launched a £22m campaign to boost the brand's appeal in Southern England. It is now the biggest bread brand in the UK, with 33% of the market, up 21% from last year.