Northern Irish-bakery Irwin’s has launched a new sliced white pan - Irwin’s Softee - in order to capitalise on the renewed growth in sliced white bread.

It is packaged in a traditional wax wrapper and contains double the standard amount of Canadian wheat flour, which creates the softness, says the company.

"The authentic wax wrapper intends to offer customers a little bit of everyday luxury. But what really sets this product apart from competitors is its exceptional softness and ’bounce-backability’," commented commercial controller Michael Murphy (pictured).

"Until the 12th of July Irwin’s Softee is available at a special two loaves for £2 price in Tesco stores," he added.

It is available in major Northern Irish retailers, including: Tesco, Sainsbury’s, Asda, Costcutter, Mace, SuperValu and Dunnes.