Northern Irish bakery Irwin’s has added £1m to its turnover in the past year, after launching smaller loaf sizes of its key brands.
The company launched 400g and 600g versions of its Nutty Krust brand for the first time last year, followed by 400g Sandwich and Hi-Fibre loaves in April a move that has led to the production of 1.5 million more loaves and £1m of new revenue on the company’s balance sheet in the past 12 months. Previously, the bakery’s bread was only available in 800g loaves.
Irwin’s said that the introduction of the 400g Sandwich and Hi-Fibre loaves, along with soft pan Irwin’s Softee, had also boosted overall pan sales by 26% in the past six months.
"More choice, shrinking household sizes, greater concern about food wastage and the recession itself are changing how we eat," said Michael Murphy, Irwin’s commercial controller. "Our half-sized everyday loaves provide householders with more choice and control over how they purchase and use breads. It’s also a product innovation that is bringing smaller households back to bread and providing an effective ’trial size’ for completely new customers locally and in our target GB and ROI export markets."

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