Pub company Morrells of Oxford is toasting a sales rise over the summer.

The five weeks up to September 1 hit record highs with overall summer sales up 15 per cent compared with last year.

The company is crediting much of its success to its family-friendly approach.

Operations director Tim Bird said: "We have maximised everything we can. We have gone for families in a big way and introduced strong brands that are attractive to parents as well as children."

Ribena and Lucozade are now stocked in all Morrells' managed pubs. Six choices of Mars confectionery products are sold in half of the managed houses and Walls hand-held ice creams - including Cornetto, Magnum and Twister - are sold in 20 per cent of houses.

Morrells has also agreed with Cadbury to offer free activity packs to children eating from the menu in selected pubs.

In the first nine months of the financial year, Morrells' family-orientated 'Great Local" pubs (which make up 25 per cent of the company's estate) served 36,000 children's meals, a 34 per cent rise compared with the same time last year.

Mr Bird, who is pictured (above) with his daughter Sophie and some of the family-friendly products which have given Morrells a sales boost, said: "We are delighted with this success."