Irwin's

Irwin’s recipe for success

Northern Ireland’s leading bakery, Irwin’s has invested £50,000 in the creation of two new varieties of its popular Softee range.

Marketing manager Colette Wilson

Marketing manager Colette Wilson

Developed in response to 80% of consumers not reaching the daily recommended intake of wholegrains and an increasing demand for variety in pan bread, Irwin’s has introduced two new Softee variants – Softee Wholegrain and Softee Brown and White. 

Irwin’s launched its original Irwin’s Softee loaf in 2009 and it has since become one of Irwin’s most successful brands, with over 3 million packs produced annually and sales growing by 57% year on year.  

Colette Wilson, Marketing Manager, Irwin’s Bakery said the two new Softee loaves were a natural progression for the range,

“Irwin’s is committed to growing its range through new product development and innovation – and we are always looking for ways to create new products consumers will love. Our new Softee Brown and White and Softee Wholegrain loaves are made with the same quality ingredients as the original Softee but they offer shoppers an alternative to white bread while maintaining the texture which has made Softee so popular.

“The Softee Brown and White loaf gives shoppers the best of both worlds as it is made with a combination of white and wholemeal flour. Both Softee Brown and White and Wholegrain were developed with families in mind – as a family business baking bread for over 100 years we understand the need to have a variety of options especially for kids.”

Irwin’s Softee Brown & White and Softee Wholegrain are now available at major retailers across Northern Ireland. RRP is £1.09.