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New Irwin’s speciality range secures £3.5m in GB listings

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The new Irwin's Together range.

The new Irwin's Together range.

The new Irwin's Together range.

The new Irwin's Together range.

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The new Irwin's Together range.

Portadown-based Irwin’s Bakery has secured new business with retailers Waitrose and Morrisons valued at an annual £3.5m, after successfully targeting the GB market with its new Irwin’s Together range of speciality breads.

The family bakery will supply 600 Morrisons and Waitrose stores across GB with the new range of eight products, including Stoneground Wheaten, Brown Soda Bread, Ancient Grain Muffins and a Cinnamon & Raisin Loaf.

“Winning new business contracts of this scale are a clear sign we are continuing to grow our share of the speciality breads market in GB,” said Michael Murphy, chief executive, Irwin’s Bakery. “Currently just under 50% of our business is outside Northern Ireland, with the bulk of that going fresh, daily, to GB, and we expect this to grow with the introduction of the Irwin’s Together range.

“Having established credentials for producing innovative and superior quality bread products, we continue to drive consumer need for this category.

“We have invested over £500,000 in both consumer research and brand development to ensure we understand consumers’ needs and usage occasions, alongside a brand identity that reflects our values, skill, and heritage as craft bakers. In addition, we have also invested in additional capability with the bakery focused on new product development.

“The bakery might be over 100 years old, but we don’t stand still. Cultures are changing constantly, and Irwin’s prides itself on keeping up with these changes.

“Consumers have enjoyed and experimented with food throughout lockdown and continue to look for ways to create great meals with everyday staples such as bread as the main ingredient for the whole family. We believe our breads lay the foundations for a great meal that brings everyone together at the table.”

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