Tunnock's operating director: 'We felt quite humbled that the producers of the ceremony felt the brand merited the exposure.' Photograph: Richard Heathcote/Getty Images

Sales of Tunnock's teacakes have soared after they featured in the opening ceremony of the Commonwealth Games, a supermarket has said. Customers have been stocking up on the sweet treat after giant dancing teacakes whirled around Celtic Park, Glasgow, on Wednesday.

Waitrose said in the 24 hours following the ceremony, sales rose by 62%. David Jones, supply chain director at Waitrose, said: "We usually expect to see people marking major sporting events with a barbecue or a beer with friends and family – but the sudden demand for Tunnock's teacakes isn't something we anticipated.

"We will certainly be stocking up to meet customer demand."

Fergus Loudon, operations director of Tunnock's, said they had no idea the ceremony would feature dancing teacakes, although they had given permission for the iconic image to be used.

"We were blown away by the exposure, and we felt quite humbled that the producers of the ceremony felt that the brand merited the exposure."

He said the company had not yet noticed a rise in sales because it took time for the orders to filter through, but that he was not surprised by the Waitrose figures.

However, he said they were expecting to see an increase in sales in view of all the attention following the ceremony.

The company was founded by Thomas Tunnock in 1890 after he paid £80 for a shop in Uddingston, south Lanarkshire.

It operated only as a baker and purveyor of "quality flour confectionery" until the 1950s when it created the now well-loved caramel wafers, snowballs, caramel logs and teacakes.