Irwin's expands its muffins range with innovative new lines – Belfast Telegraph

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Bronagh Moore, marketing executive at Irwin’s Bakery.

Irwin’s Bakery is expanding its line of family favourite muffins with two new flavours, Veda and Orange and Cranberry, hitting the shelves this week across Northern Ireland.
The latest innovations from the Portadown-based bakery, which have already secured listings with Tesco, SuperValu and SPAR NI, aim to offer families more choice.
The family firm, which has been in business for more than 100 years, is aiming for further growth after securing £3.5m in new contracts over the past year.
“The new products are packed full of flavour and will provide consumers with the perfect blend of sweet and savoury for any occasion,” said Bronagh Moore from Irwin’s Bakery. “With the return to school and change in seasons, we felt it was a great time to diversify one of our most popular products.
“As a business, we are continually assessing our customer needs and this new range shows our commitment to investing in new product development. We wanted to put a modern twist on a long–established range and give people something to talk about.
“Adapting our famous Veda recipe into a convenient muffin is a fun way to do that. We sliced it back in 2011 to much controversy but if that proved anything it was how much the people of NI love Veda, so we’re hoping this new muffin will keep many a breakfast table happy this autumn.”
The company has also invested significantly in brand development and a new marketing campaign, including advertising during The Great British Bake Off to bring its message to a wider market.
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“Our Fill it, Toast it, Love it campaign will focus on digital and outdoor advertising as well as securing the TV ad space during Bake Off, which is a real coup to help bring our message to the wider UK customer base,” said Moore. “It aims to showcase the range of ways our customers can use our products, bringing our brand to the centre of conversations around the family home.”
Irwin’s is the fifth* biggest food brand in Northern Ireland and continues to be a family staple in many households with customers continually repurchasing its products.
The company aims to strengthen its customer base with a stream of innovative ideas planned for the next five years to further enhance its range.
*Source Kantar Brand footprint consumer reach points 52 weeks to October 2021
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