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Irwin’s Bakery secures contract with Asda NI for new Toastee Wheaten

Northern Ireland’s leading bakery Irwin’s has secured a deal to supply over 100,000 packs of its new wheaten bread product ‘Toastee Wheaten’ and Stoneground Wheaten to all Asda stores in Northern Ireland.

Irwin’s ‘Toastee Wheaten’ is a twist on the traditional ‘cottage wheaten’, which has been produced in a new compact shape specifically for toasting.

“Irwin’s is delighted to extend its existing business partnership with Asda by securing a listing for its new Toastee and Stoneground Wheaten in all Northern Ireland stores,” commented Chris Moore, National Account Manager, Irwin’s Bakery. “We developed our ‘Toastee Wheaten’ in response to consumer trends, which have seen shoppers turn to portion controlled and convenient bakery goods. Toastee Wheaten is a perfect example of this as the slices are made to fit into a toaster, which in turn means less wastage.”

Asda currently stocks 50 Irwin’s products in its stores across the UK, which equates to over 5 million packs annually.

Brian Conway, Asda Buyer, Local Buying Manager Asda NI said, “As champions of local suppliers across Northern Ireland, it’s fantastic to develop our relationship with Irwin’s and in turn bring a new and innovative product to Asda shoppers. We are the first retailer in Northern Ireland to stock Irwin’s ‘Toastee Wheaten, which reflects our ongoing commitment to providing our customers with a quality range of local products.”

Irwin’s Toastee Wheaten and Stoneground Wheaten are available in Asda stores across Northern Ireland from 15th February.