Muffin Break says its Muffin Lab project has increased sales by 28%.
The project – which sees a new innovation released for a short run each month – was launched in January.
This month Muffin Break is reintroducing its original Muffin Lab creation the ‘Duffin’ – a hybrid between a doughnut and a muffin.
The re-launch comes with two new flavours to supplement the original hazelnut chocolate flavour - berry jam and custard cream. The ‘Duffin’ selection is available from now until 5 September and retails at £2.30.
Muffin Break marketing manager, Gemma Sandells, said: “Our Muffin Lab product range has triumphed with customers. We believe this is because the range offers a fresh fusion of flavours that customers haven’t experienced anywhere else on the high-street, with the ‘Duffin’ in particular standing out. This has also reflected in our sales, as latest reports have shown a sales increase of 28% in the first four months since the Muffin Lab launched, compared to the same period last year.
“We feel that this shows that customers are looking for different tastes and our Muffin Lab will continue to provide more experimental creations throughout the year.”