THE NOISY Lobster has unveiled its new deli, shop and bakery, which is now open for business on Mudeford’s Avon Beach.

The deli consists of finely prepared and cured seafood such as trout pastrami and monkfish bresaola as well as seasonal specials.

It stocks everyday essentials, homemade jams, chutneys and condiments including Noisy Lobster's popular seaweed truffle butter, lobster oil, and own range of ketchups.

The bakery will continue to create freshly baked breads, cakes and pastries as well as the store's breakfast baskets and bespoke celebration cakes.

The shop stocks beach essentials such as buckets and spades, newspapers, confectionary and drinks. Much loved items such as the children’s toys, leisurewear and beach gifts will all still remain.

A spokesperson for the Noisy Lobster said: "We noticed there were certain products which we use within the restaurant which guests are often asking for so we decided to start producing and selling them.

"As well as The Noisy Lobster produce, we will showcase a range of local businesses and suppliers to provide everything you could need for a picnic."

"It’s an exciting new project which we think will be a great addition to Avon Beach. We think it’s something that is really going to improve the area, especially in the summer.

"It will incorporate the whole Noisy Lobster brand so we'll have the restaurant, the takeaway, the coffee cabin and now also the deli and bakery, it's really going to bring the shop to life."