Irwin’s new products

Northern Irish bakery Irwin’s has added two new flavours to its Howell’s cake range.

The two new products, Mint Chocolate Marble Cake and Chocolate & Caramel Cake are new additions to the existing eight-strong Howell’s range. The RRP for each product is £2.

The current range is made up of Raspberry Marble Cake, Lemon Drizzle Cake, Chocolate Fudge Cake, Raspberry & White Chocolate Biscuits, Lemon Drizzle Biscuits, Salted Caramel Oatie Biscuits, Chocolate Iced Cupcakes and Lemon Iced Bite-Sized Cupcakes.

Colette Wilson, marketing manager at Irwin’s Bakery said: “Sales of our Howell’s cakes have seen substantial growth, and in order to build on this success, we have extended the range.

“Our research on consumer trends has shown there is a gap in the market for additional cake flavours.”

Irwin’s relaunched Howell’s in 2015, and invested £60,000 on the rebrand. This included the purchase of a bespoke labelling machine to improve efficiency and increase production capacity.

The range is stocked across Northern Ireland in Tesco, Asda, Sainsbury’s, Henderson Group, Musgrave Group and independent stores.

Last month, Irwin’s teamed up with Tourism Ireland to promote a “visit Northern Ireland” message to consumers via an on-pack marketing campaign.

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