Northern Irish bakery Irwin’s has made a number of additions to its Softee bread range: Finger Rolls, White Rolls and Wholemeal Rolls. The new rolls are designed to be ideal for picnics, barbecues or lunchboxes, and are slightly smaller than the average roll, said the firm. The lines were rolled out into the independent and multiple retail sector earlier this summer, and consumer response has been "extremely encouraging" added Irwin’s.
"Our new Softee lines have double the standard amount of Canadian wheat flour, which guarantees consumers the very best in taste, quality and softness," said Michael Murphy, commercial controller.
Its first Softee pan loaves were launched in June 2009.