Irwin’s rolls out lower-calorie bread to 630 stores

Irwin’s Bakery has secured listings in 630 stores for its Better You lower-calorie breads.

The Portadown-based bakery’s Better You range includes a white and wholemeal loaf that are low in sugar and fat, and less than 60 calories a slice.

Irwin’s developed the products – available in retailers including Asda, Centra, Mace, Sainsbury’s, SuperValu and Tesco – following research showing 40% of consumers choose food with health in mind and 62% of households are concerned about sugar consumption.

 “Consumers still consider bread a staple in the weekly shop, so this new range gives shoppers another option in the bread aisle, but also targets new consumers who consider calories and sugar content when buying bread,” said Irwin’s Bakery marketing assistant Ruth Sloan.

She added that Irwin’s has an ethos to promote a healthy lifestyle.

“We keep health as a key focus when investing in new product development and creating new lines. As well as being low in sugar, the white loaf is a source of protein and the wholemeal is high in fibre,” added Sloan.

Irwin’s said the listings show an appetite from shoppers for lower-calorie versions of popular breads.

Last year the business launched the Family Balance range of low-sugar products aimed at families. This includes pancakes, potato farls, wheaten bread and soda bread.

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