A traditional tart from Scotland is proving a Christmas culinary rival for the mince pie.
The Ecclefechan Tart is a rival to the traditional mince pie
More than 50,000 Ecclefechan Tarts - named after a small town in Dumfries and Galloway - have been sold in the past month alone.
Supermarket chain Sainsbury's said it had been sure the cakes - reminiscent of pecan pie - would "go down a storm".
A VisitScotland Dumfries and Galloway spokesperson said the tarts were just one of the region's "great products".
Sainsbury's said the cakes scored top marks in taste tests earlier this year.
ECCLEFECHAN TART INGREDIENTS
All butter pastry
"Our customers are always keen to try something new and support traditional British recipes, so we knew these Ecclefechan Tarts would go down a storm," said bakery buyer Amy Walker.
"We look to champion traditional British delicacies wherever possible, so are thrilled to launch this Scottish recipe."
VisitScotland area director Delia Holland said the tarts were just the tip of the cooking iceberg in Dumfries and Galloway.
"The launch of Ecclefechan Tarts at Sainsbury's is brilliant news and if teamed with the local Cream O'Galloway ice cream is a real foodie heaven," she said.
"Following the origin of these great products across the region makes an excellent gourmet trail and we hope their popularity continues."
The tart was traditionally made right across the south of Scotland.
However, it is named after the town of Ecclefechan situated midway between Lockerbie and Annan in Dumfries and Galloway.
The town is also famous as the birthplace of 19th century writer Thomas Carlyle.