Irwin's uses its loaf for sliced muffin

20 May, 2011
Page 14 

Northern Irish bakery Irwin's has launched a Muffin Loaf onto the market. Developed using the same taste of Irwin's muffins, the new product comes in a sliced loaf format, and claims to be the first of its kind to hit the shelves in Northern Ireland. The bakery says it is ideal for toasting, using in sandwiches, or enjoying with egg and bacon for breakfast.

"Traditional muffins are a very versatile product and one of our most popular lines, and are enjoyed for breakfast, as a toasted snack or as a sandwich," commented commercial director Michael Murphy. "This versatility is what inspired us to create a loaf version of the product that consumers would find convenient for a quick snack."





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