Business

Irwin's Bakery secures new £500k Asda deal

Michael McCallion, Asda NI buying manager and Michael Murphy, CEO of Irwin’s Bakery welcome the news that the Portadown bakery’s new range of batch breads will be stocked in 300 Asda stores across the UK
Michael McCallion, Asda NI buying manager and Michael Murphy, CEO of Irwin’s Bakery welcome the news that the Portadown bakery’s new range of batch breads will be stocked in 300 Asda stores across the UK Michael McCallion, Asda NI buying manager and Michael Murphy, CEO of Irwin’s Bakery welcome the news that the Portadown bakery’s new range of batch breads will be stocked in 300 Asda stores across the UK

PORTADOWN-based Irwin's Bakery has won a lucrative 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.

CEO 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 NI buying manager added:

“Irwin’s has been a trusted supplier to Asda on both an own-label and branded basis for many years so we’re delighted to see the company secure new contracts at a national level. It exemplifies our commitment to support our regional producers and help them maximise their business opportunities with Asda.”