Belfast Telegraph

Irwin's Bakery spends £250k on branding revamp

By CLARE WEIR

A PORTADOWN bakery has invested £250,000 in rebranding a range of traditional breads.

The award-winning range, which was created in conjunction with top chef Paul Rankin, leads the sales strategy for Irwin's Bakery which is estimated to generate annual sales of over £16m.

Sales of Rankin Selection breads have grown by almost 30% in Great Britain since 2008 and have more than doubled in the Republic.

Britain is Irwin's largest export market and Rankin Selection products make up 80% of sales there.

Irwin's other key ranges have prospered in recent years, with its cakes and biscuits division, Howell House, growing revenues by 120% since 2010 in the British market alone. The Rankin Selection range includes Soda Farls, Stoneground Wheaten, Wheaten Bannock, Wholewheat soda bread, Barmbrack, Potato Farls, Brown Soda Bread, Sliced Fruit Soda, Fruit Loaf, Irish Batch – plain bread and Cinnamon and Raisin Loaf.

Brian Irwin, executive chairman of Irwin's Bakery, said that the Rankin Selection bread range has been an enormous success for the company, creating an increase in trade with top retailers.

"The traditional Irish recipes, combined with our baking expertise, have seen the product range really taken to the hearts of people across the UK," he said.

"We're confident that the rebrand will boost the performance of the product even further in these valuable export markets – and at home.

"The aim of the rebrand has been to create a stronger brand platform to further enhance our position within the highly competitive bread market – we want to remind our customers of our products' quality, taste, versatility and availability," he said.

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