Northern Ireland bakery Irwin’s has created a new range of low-sugar products aimed at families.
With two-thirds of UK consumers seeking less sugar in their diets (Mintel 2015), the Family Balance range includes pancakes (240g), potato farls (360g), wheaten bread (400g) and soda bread (360g), which the company said offers families a healthier alternative.
The sugar content in the Family Balance pancake has been reduced by 27% from the original recipe. The Family Balance Sliced Sodas and Potato Farls are naturally lower in sugar, which has been highlighted on the packaging to help consumers make choices when they are shopping.
Consumer research had revealed a gap in the market for products with low or reduced sugar, said Irwin’s marketing head Colette Wilson.
“As a family business, we know the importance of an active lifestyle and providing parents with a range of options their kids will love,” she said.
“Irwin’s has always been committed to developing products to meet consumers’ nutritional needs without having to sacrifice on taste. The items in our new Family Balance range are made with the same quality ingredients but are low in sugar and contain less than 100 calories per serving.”
The launch of the Family Balance range will be backed by a marketing campaign, including advertising, PR and social media.
Irwin’s supplies a number of its wheaten bread packs to major retailer Asda’s stores across Northern Ireland.