Irwin’s Bakery unveils new Fillsomes food-to-go range

Northern Ireland-based Irwin’s Bakery has launched a range of food-to-go products called Fillsomes.

Irwin’s said the products marked its first move into the snack food market, and that it harnessed the company’s traditional bakery skills.

The range includes egg- or potato-based products made with “wholesome” ingredients and is designed to be eaten warm.

It has been created by Irwin’s product development team to meet the growing trend towards healthier options in ‘food-on-the move’ specialists, including petrol forecourts and coffee shops, said the company.

“The launch of Fillsomes is part of our longstanding strategy to widen the bakery’s footprint in our most important markets in the UK and Ireland,” said John Hopkins, sales and development director at Irwin’s.

“We believe we’ve come up with an appealing range of healthier, wholesome, nutritious and, perhaps above all, tasty range of hot snacks for the ‘food on the move’ market.

“Our research has highlighted a gap in the market for handheld snacks that are easy to eat and suitable for those consumers seeking a healthier, filling alternative to traditional snacks, such as sausage baps, pies, pasties, sausage rolls, sandwiches and salad bowls.”

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