New deal for Allied's reduced sugar pancakes

Allied Bakeries, Northern Ireland's largest bakery, has secured listings to supply its new Sunblest reduced sugar pancakes to all 16 of Asda's stores in the region.

The new deal expands on Allied Bakeries' existing relationship with the retailer, which has led the bakery, which is based in Belfast, to supply 80 branded and own-label products to Asda.

"The new Sunblest reduced sugar pancake was created in response to consumer desire for alternative choices in the category and have 30 per cent less sugar than the standard version," said Eugene Wallace, national account manager at Allied Bakeries.

"Our new product development process is hinged on understanding what our consumers need and the importance of product choice and variety, in line with their life styles.

"Our consumer research revealed 77 per cent of consumers identified limiting food and drink high in sugar as important, so we developed an alternative pancake option, which doesn't compromise on taste or texture. We're delighted to continue our relationship with Asda with the roll-out of our new product."

Brian Conway, Asda's buying manager in Northern Ireland, added: "Pancakes are a firm favourite among local consumers so we're excited to expand our offering in Northern Ireland with these new Sunblest pancakes.

"Asda is committed to supporting local suppliers and it's great Allied Bakeries continues to produce innovative lines for our shoppers."