Northern Irish bakery Irwin’s has launched a new Rankin Selection traditional Irish bread.

Irish Sliced Buttermilk Sodas rolled out in 100 Waitrose stores last month, with an RSP of £1, and are designed to “complement British breakfast staples like crumpets and pancakes”, according to the company.

The brand’s Brown Soda Bread has also gone on sale in major retailers featuring a “new and improved recipe”. The company said the bread now has a sweeter taste, smoother texture and a toaster-friendly design.

Irwin’s recently invested £350,000 in rebranding its Rankin Selection range of traditional Irish breads, which are created with celebrity chef Paul Rankin.

The new packaging promotes the breads’ Irish heritage and method of cooking.

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