Lotus Bakeries has unveiled a new jar design for its Lotus Biscoff spread, featuring images of Lotus Biscoff biscuits alongside images of the product on top of toast.

Available in smooth and crunchy varieties, the spread can be cross-merchandised alongside breakfast foods such as porridge and waffles.

Frances Booth, category marketing manager, said: “The new design will help ensure shoppers can now instantly make the connection between the biscuit and the Biscoff spread.”

Read similar: What’s new: Dips and spreads