Northern Irish bakery invests to grow sales in Britain

Irwin's, Northern Ireland's largest independent bakery is investing further in its longstanding relationship with celebrity chef Paul Rankin to boost sales in Britain.

The family business is spending £350,000 on a major revamp of its successful range of Rankin Selection traditional Irish baked goods to generate additional sales of £10 million outside Northern Ireland next year. The relationship with Rankin stretches back to 2001 and was the first Irish celebrity chef range to gain popularity in Britain.

The investment includes new packaging for the Rankin Selection range of soda breads, wheaten loaves, potato 'slims' and fruited farls, products which have been a major success for the business, which is based at Craigavon in county Armagh.

Colette Wilson, Irwin's marketing manager, says: "The range was initially focused on Great Britain, but it moved into Northern Ireland and the Republic of Ireland because the products were so well loved."

The products were launched in Waitrose and are not on sale in all the main multiples.

Commenting on Rankin's contribution, Colette Wilson adds: "He works very closely with is in marketing, sales and product development, including the recent introduction of cinnamon and raisin soda farls.

"We are confident the rebrand will promote further growth by reminding consumers of the quality of Rankin Selection products, as well as attracting new customers to trial the range."

The new range will be available in all major retailers in Britain.