Green & Black's has abandoned attempts to try and crack the biscuit market on its own - and enlisted the help of Burton's Foods, which will also produce premium cereal bars and shortbread under licence for the chocolate brand.

Green & Black's has pulled the two-variant range of chocolate coated biscuits it launched under its own steam two years ago.

It is now replacing them with a four-strong range, which will be launched into Morrisons at the end of this month followed by Tesco and Sainsbury's in November and Asda in the New Year.

The new range consists of two flapjack biscuits and two cereal bars dipped in chocolate. The biscuits, priced at £2.09 per 150g pack, come in apricot & sultana and chocolate flavours, while the cereal bars come in almond, cherry & apricot and pecan, hazelnut, almond & pumpkin seed, priced at £2.49 for a pack of three.

The launch will also include a seasonal shortbread biscuit range, two variants of which are in tins.

Green & Black's and Burton's Foods are, with the launch, hoping to tap into the key trends of indulgence, organic and health, which have been driving growth within the premium biscuits market.

Burton's Foods had developed the products to complement the premium chocolate brand, rather than "just taking a premium biscuit and adding chocolate to it", said Ian Straughan, senior brand manager for Burton's Food. "This partnership is much more than just a licensing deal."

The cereal bars, a first for both companies, would fill the gap in the market for indulgent offerings, he said. The core range would be supported by seasonal varieties in selected supermarkets, he added.

Straughan predicted that the total range, which will go head to head with brands such as Eat Natural, would clock up sales worth more than £7m in its first year.

The newcomer will be backed by a marketing push kicking off in the New Year, including roadshows and sampling predominantly aimed at encouraging trial of the cereal bars.

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