Northern Ireland-based Irwin’s Bakery is to revamp its Howell’s Handmade range, changing the name and adding eight new product lines.
Now called Howell’s, the rejuvenated brand comes hot on the heels of the company’s expansion of its Rankin Selection of traditional Irish bread.
The company has invested £40,000 in a state-of-the-art labelling machine to improve efficiency and the creation of the eight new lines, which will feature twists on classic flavours.
The new lines include three cakes (chocolate fudge, raspberry marble and lemon drizzle), three biscuits (salted caramel oatie, raspberry and white chocolate and lemon drizzle) and two cupcakes (lemon iced and chocolate) all with an RRP of £2.
John Hopkins, Irwin’s Bakery’s director of sales, told the Portadown Times: “Howell’s is an integral element of the Irwin’s brand family and our investment in this state-of-the-art machinery comes at an important time for the business, as we look to grow the Howell’s brand.”