Irwin's

Howell’s adds to cake range

The addition of the two new products – Mint Chocolate Marble Cake and Chocolate & Caramel Cake – follows significant and continuing growth for the Howell’s cake range since 2015.

Colette Wilson, Marketing Manager, Irwin’s Bakery said:

“Sales of our Howell’s cakes have seen substantial growth and in order to build on this success, we have extended the range. Our research on consumer trends has shown there is a gap in the market for additional cake flavours, with top performing combinations of mint, chocolate and caramel. In addition, Easter is a key seasonal trading period, making it the perfect time to introduce the Mint Chocolate Marble Cake and Chocolate & Caramel Cakes to the market.

“The addition of the new products is an example of Irwin’s commitment to growing the Howell’s brand. We carried out a relaunch of Howell’s in September 2015 and we have invested £60,000 on the rebrand, including the purchase of a bespoke labelling machine to improve efficiency and increase production capacity. Howell’s cakes and biscuits are traditionally handmade in Howell House in Saintfield. Our aim is to retain the artisan look and feel of the products coupled with continually looking for ways to innovate and develop new Howell’s products consumers will love.”

The Howell’s range includes Raspberry Marble Cake, Lemon Drizzle Cake, Chocolate Fudge Cake, Raspberry & White Chocolate Biscuits, Lemon Drizzle Biscuits, Salted Caramel Oatie Biscuits, Chocolate Iced Cupcakes and Lemon Iced Bite–Sized Cupcakes. The RRP for each product is £2.

The range is stocked across Northern Ireland in Tesco, Asda, Sainsbury’s, Henderson Group, Musgrave Group and independent stores.