Tesco Ireland on a Winner with Howell House

Having revamped and re-launched four of its top selling products earlier this year, home-bakery specialist, Howell House Handmade, based in Co. Down, is enjoying healthy sales growth with Tesco Ireland, which listed the products throughout its store network in Ireland in the early summer.

The four products - Jammy Joey's, Snowy Joey's, Ice Diamonds and Chocolate Brownies - feature improved recipes, making them moister and tastier than before, yet with an extended shelf-life. At the same time, the packaging format has been reduced from six to four to better meet consumer needs.

Commenting, John Hopkins, Sales Director with Howell House, said: "Since re-launch, the four products have been performing very well, to the extent that Tesco Ireland has decided to list some of our Christmas lines, including Cinnamon & Raisin Cake and Christmas Fruit Squares, which we are delighted about. All our products are hand made / hand finished and made from quality ingredients, offering consumers an excellent taste experience.

"Jammy Joey's are a firm favourite in Northern Ireland and our number one selling line - in fact, we have registered the name 'Joey' for our sole use to protect our brand credentials. With the improved recipes and new packaging format for these key four lines, we have raised their profile with consumers. The four-pack is much more customer-friendly in terms of eating occasion and price.

"We are delighted at how the range is performing with Tesco Ireland and look forward to building our business in Ireland as a whole, as we already have an established distribution network through our parent company, Irwin's Bakery."