Northern Ireland-based Irwins Bakery has won a £200,000 deal to supply 150 Asda stores in England. The bakery’s well-known Nutty Krust will be sold as Irish Batch in the English market.

The product was first developed in 1961 by the family-owned bakery.

Michael Murphy, Irwin’s commercial manager, said: “The batch loaves were introduced in Great Britain three years ago into the Scottish market and have proven very successful.

“We are regularly contacted by Northern Ireland people based in England asking where they can purchase our batch bread, so this move will respond to that demand and introduce the product to a new audience. They are made using traditional local techniques, including the original fermentation and slow-baking processes.”

David Quigg of Asda added: “We are confident Irwin’s Irish Batch will be well received by the English consumer. This deal underpins our commitment to supporting regional producers across the UK.”