Irwin’s has expanded its Softee bread range in Northern Irish Asda stores in a deal worth £200k. The Co Armagh firm, which already supplies Asda stores with its classic white Softee, is to add two new additions to the order Softee 100% and Softee Extra Thick. The three variants will now be stocked in all 13 Asda NI stores.
The Softee loaf, launched in June last year, has achieved one million sales in Northern Ireland to date, with overall sales of its pan loaves up 26% in the last quarter. Irwin’s commercial controller Michael Murphy said new pro-duct development and continuing diversification were paramount to meeting customers’ needs.

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