UK baker Warburtons is reportedly launching pizza flavour crumpets in a bid to attract younger consumers to the product.

The company hopes to re-position crumpets as an all-day snack, rather than just a breakfast or teatime food. The mid-September launch of Pizza Crumpets follows the introduction of Cheese Crumpets last year, reported The Grocer.

“Pizza Crumpets are a tasty snack to be enjoyed any time, and the delicious pizza flavouring should ensure they are particularly popular with kids,” category marketing controller Sarah Miskell was quoted by The Grocer as saying.