Irwin’s secures new Waitrose listing

16 May, 2016

Northern Ireland-based Irwin’s has secured a contract with Waitrose to supply its new Rankin Selection Cinnamon and Raisin Toasty Loaf, a twist on traditional Irish fruit bread, in 150 stores.

The new fruit loaf was developed specifically for toasting and, according to the company, “in response to consumer demand for a more indulgent bread in the morning goods category”.

Waitrose currently stocks the seven-strong Rankin Selection range in its stores, which equates to more than two million packs annually. 

Stefan Szymura, senior national account manager for Irwin’s, said: “We are delighted to secure this new business with Waitrose for the Rankin Selection brand. The brand continues to be the best-selling traditional Irish bread range in GB, with sales growing by 6% year on year.”

In addition to the Cinnamon and Raisin Toasty Loaf (£1.20) the Rankin Selection range includes Irish Buttermilk Sliced Sodas (£1.00), Brown Soda Bread (£1.20), Stoneground Wheaten (£1.44), Potato Slims (£1.20), Barmbrack (£1.80) and Rankin Fruit Loaf (£1.50). The range is available in major retailers across GB, including Tesco, Asda, Morrisons, Waitrose and Sainsbury’s.

Last month Irwin’s added two new flavours to its Howell’s cake range.





Site Search

Webinars 

    Insights from the Bakery Market Report 2016

    You can now purchase the Bakery Market Report 2016, which offers insight into the retail bakery trade in the UK.