Forget a buttery biscuit base, this year it's all about the buttery, brioche bread.
This version from Speciality Breads comes ready sliced and is made with free range eggs, butter and 100 per cent British flour.
Each slice is the "perfect thickness for toasting giving chef's ultimate control over portion sizes," said managing director, Simon Cannel.
It has been launched in time for the indulgent Christmas season but the company also has its eye on the booming brunch market.
"When it comes to taste quality, visual appeal and choice, we're confident our Brioche offering really can't be beaten," Cannel said.
"This latest line fills a gap in our range and with sliced brioche now being used across the menu and throughout the day in pubs, cafes, restaurants and hotels, we expect it to be a big performer in the lead up to Christmas."
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