Kingsmill is releasing new Christmas tree shaped crumpets to encourage impulse purchasing.

The crumpets are available in a six-pack, RRP £1.00.

Ky Le Vuong, group brand manager at Allied Bakeries, said the festive-shaped crumpets would help retailers grow sales in the bakery category in the run up to Christmas as consumers are looking for novel ideas to inspire them at breakfast and for snacking.