Portadown-based family business Irwin’s Bakery has invested £40,000 in a rebrand of its Howell’s Handmade range of products.
The investment, which will see the product range renamed Howell’s, includes the purchase of a bespoke state-of-the-art labelling machine that will improve overall efficiency, drive volumes and increase production capacity. In addition, the investment will see the creation of eight new lines of biscuits, cakes and cupcakes.
John Hopkins, Director of Sales, Irwin’s Bakery, said: “Howell’s is an integral element of the Irwin’s brand family and our investment in this state of the art machinery comes at an important time for the business, as we look to grow the Howell’s brand. The new machinery means we can comfortably meet demand in the run up to the busy festive period, as well as the ability to explore other business opportunities due to our increased capacity. As part of the rebrand we are also launching eight products, which will be available in new packaging. The biscuits, cakes and buns will feature twists on classic flavours and include Chocolate Fudge Cake and Lemon Iced Bite-Sized Cupcakes. The concepts for the new range were developed based on consumer and retailer insight and the desire for innovative products, whilst retaining the products’ handmade credentials - which our shoppers love.”
The new range will include Raspberry Marble Cake, Lemon Drizzle Cake, Chocolate Fudge Cake, Raspberry & White Chocolate Biscuits, Lemon Drizzle Biscuits, Salted Caramel Oatie Biscuits, Chocolate Iced Cupcakes and Lemon Iced Bite-Sized Cupcakes. The RRP for each product is £2. Howell’s products are stocked across Northern Ireland in Tesco, Asda, Sainsbury’s, Henderson Group, Musgrave Group and independents.