Irwin’s in Asda muffin deal as tastes expand

Asda regional buying manager Brian Conway, left, with Chris Moore, national account manager for Irwins Bakery. INPT38-005
Asda regional buying manager Brian Conway, left, with Chris Moore, national account manager for Irwins Bakery. INPT38-005
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An appetite for a bigger choice of breakfast products has secured Irwin’s Bakery a new contract with Asda.

The Portadown-based bakery will produce a new range of Extra Special Muffins, which will be stocked in all Asda stores across the UK within the next fortnight.

The range, which includes Buttermilk, Mild Red Cheddar and Ancient Grain varieties, is in response to consumer demand for premium morning goods.

“The bakery landscape is changing - at two ends of the scale are health and indulgence when it comes to motivators for purchase in the sector,” said Chris Moore, national account manager, Irwin’s Bakery.

“We worked with Asda to respond to these consumer needs when developing the range... In addition we have seen from customer research GB shoppers are looking for a wider range of products - traditionally eaten at breakfast time – which can be eaten at other times of the day.

“The Extra Special muffins are perfect for toasting but can also be used for sandwiches at lunchtime.”

Brian Conway, Asda’s regional buying manager NI, added, “Irwin’s has always been a firm favourite in our NI stores and I’m sure the new muffins will prove extremely popular with shoppers across the UK.”