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Brunch Box goes gourmet with new Asda deal

Dundonald-based food-on-the-go manufacturer, Brunch Box, has been awarded a £100k contract extension to supply Asda with its new range of premium sandwiches and filled rolls.

The innovative gourmet sandwich range – which will be exclusive to Asda stores across Northern Ireland - will build on Brunch Box’s existing supplier partnership with the supermarket which has grown significantly over the last eleven years.

Made with locally sourced fresh ingredients the range was developed by Brunch Box’s product development team and includes flavour combinations such as Pulled Pork & ‘Slaw Brioche and Mature Cheddar & Pulled Ham with Ballymaloe Relish Sandwich.

Brunch Box, which employs 120 people and produces over 9million sandwiches each year, has also invested in a new packaging and presentation format to differentiate the premium range and maximise shelf appeal.

Managing Director, John Weatherup is confident the range will bring a new dimension to Asda’s food-on-the-go offering:

“This is an important development for our business and we are delighted to launch our premium range in partnership with Asda. While traditional sandwiches and filled rolls remain a lunchtime staple, we’ve responded to customer research which shows there is a growing demand for innovative, artisan-style flavour combinations. We will continue to listen to our customers to ensure our products move with the times, while still delivering the quality, taste and freshness which have always been our hallmark.”

Brian Conway from Asda NI’s local sourcing team added: “Brunch Box is one our Supplier Development Academy participants and we’re delighted that this marks another positive outcome, creating a win:win for both our businesses and ultimately for our customers. It also reflects our commitment to create even more opportunities for local food companies to enhance their business potential with Asda during NI’s Year of Food & Drink. ”