New Asda deal for Irwin's Bakery 'batch' bread

Northern Ireland's Irwin's Bakery has won a significant new contract to supply its iconic 'Batch' bread to over 300 Asda stores across the UK. The deal, which is worth £500,000 a year to the company, is for three new lines of batch bread and one speciality fruit and oat muffin. Each will available under Asda's premium own label range - 'Extra Special'.

Batch (or plain) is traditional slow-baked Northern Irish bread with a distinctive shape, flavour and texture. Baked as part of an overall 'batch' of loaves on the sole of the oven, rather than in individual tins, it is famous for its nutty crust.

The Extra Special Batch lines destined for Asda's stores in Britain include sourdough, multiseed and corn flavours.

Chief executive of Irwin's Bakery, Michael Murphy said he was delighted with the new contract.

"It's great that one of our best loved local breads has been given a 21st century twist and, with exposure on the shelves of Asda across the UK, has the potential to grow at a national level."

Michael McCallion, Asda Northern Ireland buying manager added: "Irwin's has been a trusted supplier to Asda on both an own-label and branded basis for many years.

"It exemplifies our commitment to support our regional producers and help them maximise their business opportunities with Asda."

Pic: Michael McCallion of Asda and Michael Murphy of Irwin's Bakery.