Irwin’s Bakery has pumped £250,000 into the rebrand of its Rankin Selection range of traditional Irish breads.

The independent Northern Irish bakery has completely redesigned its packaging, and is aiming to capitalise on the success of its Rankin brand in Irwin’s key export markets - Great Britain and the Republic of Ireland - with the new look.

A spokesperson for the bakery told British Baker the new packaging was a development of the previous look and maintained its link back to traditional baking. The new packs aim to command more attention, with a shot of colour to draw in the shopper.

“The on-pack description and the increased use of see-through plastic also gives newcomers to the range a better idea of what to expect from the products,” he added.

The range was created in conjunction with chef Paul Rankin, and was first introduced to Great Britain in 2002. The firm said the range now leads Irwin’s sales strategy and is estimated to be worth more than £16m in annual retail sales.

Brian Irwin, executive chairman of Irwin’s Bakery, said: “The aim of the rebrand has been to create a stronger brand platform to further enhance our position within the highly competitive bread market – we want to remind our customers of our products’ quality, taste, versatility and availability.”

Sales of Rankin Selection breads have increased by around 30% in Great Britain since 2008, and have more than doubled in the Republic of Ireland.

The range includes soda farls, wheaten bannock, wholewheat soda bread, barmbrack, potato farls, sliced fruit soda, fruit loaf, and cinnamon and raisin loaf.