Irwin’s Bakery has secured a major new contract worth £1m for its signature ‘Joey’ products, which will be supplied to Asda stores across the UK.
Produced by its cakes and biscuits division, Howell House, the madeira buns, covered in a flavoured coating and sprinkled with desiccated coconut, will be available in Asda in a number of different varieties.
Irwin’s original Jammy Joeys were first listed in Great Britain in 2012, and now Asda will list three of its most popular varieties – Jammy, Snowy and Chocolate – as well as packs of Joey Bites in up to 400 stores.
John Hopkins, sales director, Irwin’s Bakery, said: “We are delighted to take on this new business, which strengthens our existing relationship with Asda. It’s fantastic to see a local favourite take off and become a leading product across the UK with a major retailer.
“A contract win on this scale not only highlights the quality and taste of our products, but showcases the appeal of traditional Northern Irish produce on a UK-wide basis.”
The deal takes Irwin’s annual business with Asda to more than £4m.