Belfast Telegraph

Irwin's in new £500k deal to sell bread to 300 Asda stores

By John Mulgrew

Irwin's Bakery has landed a £500,000 deal to sell its batch bread loaves into more than 300 Asda stores across the UK.

The Portadown firm will sell three new lines of batch bread, and one speciality fruit and oat muffin to the supermarket giant.

The products are being sold under Asda's premium own label range - Extra Special.

The batch, or plain loaf, is baked on the sole of the oven, rather than in individual tins.

Michael Murphy, chief executive of Irwin's Bakery, said: "We have a very strong partnership with Asda and have worked with its customer insight teams to develop innovative ranges which meet growing consumer demand for new tastes and flavours."

He added: "It's great that one of our best loved local breads has been given a 21st century twist and, with exposure on the shelves of Asda across the UK, has the potential to grow at a national level."

Michael McCallion, Asda NI buying manager, said: "Irwin's has been a trusted supplier to Asda on both an own-label and branded basis for many years, so we're delighted to see the company secure new contracts at a national level."

Belfast Telegraph

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