Irwin’s Bakery has clinched a deal to supply Asda with its Howell Handmade brand Mini Snowballs, as part of the retailer’s Chosen By You range.

The Northern Irish bakery’s cakes and biscuits division will be supplying the products to stores in the UK, in a deal worth £150k a year for the business, and will be Howell Handmade’s first own label supply contract.

The snowballs - small sponge coconut buns - will be supplied throughout the Christmas trading period, with a view to extending this to a longer term basis, said Irwin’s.

Stefan Szymura, account manager, Irwin’s Bakery, said: “This contract is a big win for Howell Handmade and a significant development in the overall Irwin’s business strategy as it both strengthens our partnership with a major retailer and builds demand for Northern Ireland products across the UK.

“Whilst Irwin’s products have a number of ‘own brand’ deals with key retail partners UK-wide, this is the first major supply contract of this kind for a Howell Handmade product and is testament to both the quality and appeal of traditional Northern Ireland baked goods.”

Irwin’s Bakery acquired Howell, based in Saintfield, in 2006, extending its reach within the confectionery bakery category.

>>Irwin’s lands Sainsbury’s own-label deal