Bakery clinches supermarket deal
A Portadown-based bakery is feeding Britain’s growing demand for Irish foodstuff by sealing a deal to sell one of its top-selling breads across the whole of the UK.
Irwin’s Nutty Krust will be stocked in 300 Asda stores in Great Britain in a deal worth at least £250,000 a year.
The good news comes at an opportune time for Irwin’s Bakery after it recently suffered the embarrassment of being fined for selling underweight loaves when a new bread it was trialing shrank more during baking than expected.
Nutty Krust – to be sold in Britain as Irwin’s Irish Batch – was recently launched across the border on the Irish market and helps to contribute to the company’s overall £17 million export business.
Michael Murphy, commercial controller at Irwin’s, said that 2008 had been a signature year for its export business.
"The contract with Asda is both high value and strategically important because it will position Irwin’s Irish Batch on shelves right across GB, giving it enormous visibility from the outset," he said.
The name change of the loaf had been made because experience was that consumers in Britain were "very positively influenced by authentically Irish products," he added.
Debbie Woodhouse, Asda GB bread buyer, said the supermarket giant was delighted to be working with Irwin’s – Northern Ireland’s largest independent bakery.
Copyright © Press Association 2008
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