UK biscuit brand Jacob's, which was recently acquired by United Biscuits, has announced the launch of a new Temptations luxury sweet biscuits assortment.

Positioned as contemporary and indulgent, Temptations consists of a selection of thick chocolate-coated biscuits in different varieties, including oatmeal and shortcake, all covered in premium milk, white or dark chocolate.

Temptations will launch in the run-up to Christmas and will be positioned as a gift or as a treat for formal sharing. The brand is targeted primarily at women aged 25 to 44 who are looking for quality, indulgence and variety.

"The launch of Temptations is a new direction for Jacob's, as it extends our sweet biscuits portfolio to include an indulgent, luxurious assortment. With premium products representing significant a growth opportunity for biscuits, we have created a sophisticated brand to meet this demand," said Jacob's sweet biscuits brand manager Sophie Hobbs.