It comes as the SSP-owned brand, which now operates 110 UK sites and 10 international stores, launched its latest cookie product – the cookie cupcake – into the wedding market this month.
Richard Kirk, head of marketing, channel developements, SSP, told British Baker: “Our giant cookie product is popular with our consumers for wedding gifts, so it seemed like a simple and natural progression into a huge market and it gives our customers the opportunity to further interact with the Millie’s brand.
“Wedding cupcakes have grown in popularity over the years and, with our own cookie version, it gives us the chance to be at the forefront of the market. Launching them at the start of October also gave us the opportunity to target those who are starting to plan weddings for spring and summer 2013.”
He added that Millie’s Cookies had seen like-for-like sales increase by 51% this year; Kirk said the firm would attribute sales of its cookie cupcakes to a large proportion of that rise.
The firm launched its wedding favours offering in June last year, which includes a series of round and heart-shaped cookie products, individually packaged.