Irwin’s have launched the slimline alternative to a sandwich, with their new range of Sandwich Skinnys.
According to marketing manager Hannah Robinson, Sandwich Skinnys were developed to meet the demand for a “sandwich alternative” within the market.
The Skinny, which comes in white and brown varieties, is in the style of a pitta pocket, and is already sliced.
She said, “With growth valued at around 25.2m last year, Irwin’s wanted to provide customers with a tasty alternative to the traditional sandwich at lunchtime.”
At only 100 kCals per white Skinny and even fewer per brown, the product is being marketed as the perfect low calorie option for lunchtime, and can be topped, toasted or filled with a variety of ingredients to create a variety of options for the lunch-box.
Sandwich Skinnys are sold in packs of four and, said Hannah, “are a perfect grab and go idea for a sandwich or an eleven o’clock pick-me-up, toasted with a spread of your choice”.
She added, “Irwin’s new product development team are continuously looking for ‘the next best thing since sliced bread’ which is no easy task. At Irwin’s we also aim to improve and develop our current offerings, whether that’s new pack sizes, different flavours or seasonal changes to tried and trusted lines.”
Other products launched in the past year include three varieties of bagels – cinnamon and raisin, brown, and white, which again provide an alternative to sandwiches.
Nutty Krust is Irwin’s most iconic brand, selling over 500,000 loaves per week, while Irwin’s muffins are also a family favourite in Northern Ireland selling over 30,000 packs per week.
Based in Portadown, Irwin’s are Northern Ireland’s largest independent bakery and are family owned and run, with grandsons Brian and Niall Irwin playing an integral role.
“We have been baking bread for nearly 100 years so breadmaking is something we’ve grown up with and are famous for, like our Irwin’s Nutty Krust Plain Loaf, Irwin’s Softee and our Muffins and Rolls range,” said Hannah.
Irwin’s continues to go from strength to strength not only in Northern Ireland but also with a strong presence across GB and Ireland.
They employ almost 450 people locally and have a growth strategy based on product quality, tradition and innovation, and play a major role in the local agri-food sector and wider Northern Ireland economy.