New Asda deal for Irwin's Bakery in Northern Ireland

Northern Ireland's Irwin's Bakery has won a contract to supply Asda in the UK with a new range of Extra Special Muffins for the retailer.

The muffins are being stocked by 280 Asda stores. The new range, developed by Irwin's Bakery in Portadown, county Armagh, Northern Ireland's leading independent bakery, features flavours such as Buttermilk, Mild Red Cheddar and Ancient Grains.

They have been created by family-owned Irwin's in response to consumer demand in Britain for premium morning goods.

Chris Moore, Irwin's national account manager, says: "The bakery landscape is changing. We worked with Asda to respond to consumer trends for health and indulgence.

"We worked with Asda to respond to these consumer needs when developing our new range.

"The Buttermilk and Mild Red Cheddar muffins give consumers a taste of indulgence, while the Ancient Grains variety is baked with a blend of seeds such as linseed and millet and provide a natural source of protein.

"In addition, we have seen from consumer research in Britain that shoppers are looking for a wider range of products traditionally eaten at breakfast which can also be consumed at other times of the day.

"We are delighted to continue our partnership with Asda, which will now bring our best-selling muffins to shoppers in Britain as well as Asda stores in Northern Ireland," he adds.

Irwin's Bakery celebrated 100 years baking in Northern Ireland in 2012. The family business now operates from a modern purpose-built bakery and employs over 450 staff operating 24 hours a day, 363 days a year. Irwin's manufactures a full portfolio of breads covering four brands: Irwin's, Irwin's Joeys, Rankin Selection, and Howell's, the latter specialising in handmade cakes.