FAMILY baker Warburtons is "pipping" the competition to top spot as it squeezes fresh sales out of its products.

The company, which has a bakery in Newcastle covering the whole of the region, has launched a new fruit loaf with orange and has had to dramatically increase its order of the fruit to keep up with demand.

Sales of the new loaf and a raisin loaf with cinamon are exceeding all sales forecasts.

Demand for the breads has helped the Tyneside bakery to take on 17 staff in the past three months. It now employs more than 250 staff.

The launch of the products follows the success of a new range of rolls, inspired by New York delis, and a range of part-baked products this summer.

Darren Bond, Warburtons' general manager for the North-East and Cumbria, said: "We have had a tremendous six months as sales of both traditional and new products have taken off. The response to these new products has been truly overwhelming."

He said it was one of the firm's most successful product launches.