Irwin’s Bakery has been increasing listings for its new brand Joeys, with plans also in place to develop the product range.

Howell House, the cakes and biscuits division of Irish company Irwin’s Bakery, had seen its Joeys buns become so popular, that it launched a standalone brand under the same name in December last year.

Asda and Morrisons have recently confirmed listings in more than 750 stores across England, Scotland and Wales, for its new nine-pack Joeys Bites - versions of the firm’s existing ‘Jammy’ and ‘Snowy’ bun lines - and for four- and six-packs of the new Joeys ‘Lemon Buns’.

Hannah Robinson, marketing manager, Irwin’s, said: “The new brand is designed to appeal to British mums who want a tasty tea break treat to enjoy with friends or family.

“Consumers have responded extremely positively since launch. And we are planning to develop the range to include a variety of buns and biscuits under the Joeys brand later this year.”

The growth of the new brand will be supported with experiential marketing events and sampling at stores across Great Britain, appearances at food shows such as the BBC Good Food Show and an integrated social media campaign.