It has developed the range of muffins, which include buttermilk, mild red cheddar and ancient grain varieties, in response to consumer demand in Britain for premium morning goods.
They are to be stocked in 280 Asda stores.
Irwin’s Bakery national account manage Chris Moore said: “The bakery landscape is changing – at two ends of the scale are health and indulgence when it comes to motivators for purchase in the sector.
“We worked with Asda to respond to these consumer needs when developing the range. The buttermilk and mild red cheddar muffins give consumers a taste of indulgence, while the ancient grain muffins are baked with a blend of seeds such as linseed and millet and provide a natural source of protein.
“In addition we have seen from customer research GB shoppers are looking for a wider range of products – traditionally eaten at breakfast time – which can be eaten at other times of the day. The Extra Special muffins are perfect for toasting but can also be used for sandwiches at lunchtime.
“We are delighted to continue our partnership with Asda, which will now bring our best–selling muffins to shoppers in GB, as well as all Asda stores in Northern Ireland.”
Asda’s regional buying manager in the north Brian Conway added: “Asda is committed to supporting local producers and we recognise Irwin’s ongoing commitment to developing innovative and high quality products.
“Working together we have created the new range of Asda Extra Special muffins in direct response to what our customers want. Irwin’s has always been a firm favourite in our NI stores and I’m sure the new muffins will prove extremely popular with shoppers across the UK.”