Irwin’s strikes deal with Tesco for Joeys

Northern Irish company Irwin’s Bakery has secured a deal with Tesco to stock its Jammy Joeys and Snowy Joeys in more than 700 Tesco stores across Britain.

The listing has increased Irwin’s annual business with Tesco by 10% and the contract means the Co Armagh bakery will supply more than one million packs of Joeys to Tesco stores in Britain each year. The decision follows a trial run.

A joey is a sweet madeira bun covered in a flavoured coating and sprinkled with desiccated coconut.

John Hopkins, Irwin’s Bakery sales director, said: “As Northern Ireland’s leading bakery, we are always delighted to share the news of a much-loved local product’s popularity in other markets.

“We have invested in our production facilities, which has allowed us to increase capacity and win business on this scale. It is fantastic to secure this contract with Tesco, as it not only strengthens our existing relationship, but showcases the quality and taste of our products.”

Caoimhe Mannion, Tesco Northern Ireland’s marketing manager, said: “We are delighted that such a firm favourite in our stores in Northern Ireland is now being brought to a wider audience.

“This deal to supply Joeys to Tesco stores in Britain builds on a relationship between the two companies, which stretches back more than 20 years.

“And it once again highlights the willingness of our Northern Ireland-based commercial team to help local food and drink companies to win business with Tesco right across the UK.”

Joeys were created by Howell’s Handmade and Irwin’s has ramped up production to 60 million joeys a year since its acquisition of Howell’s in 2009.

The bakery, which has a 400-strong workforce, has invested in its production capacity as a result of the latest deal with Tesco.

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