This Summer, our Irwins Softee loaf has had a makeover!
Driven by fantastic consumer insights around waste, recycling and family bread usage in the home, we switched from a wax wrap into a premium, recyclable bag.
Reducing our non recyclable packaging by 20 tonnes per year, means this is another small step on our much longer sustainability journey.
Local bread with less miles also means softer, fresher bread. This makes it easier to use across many meal occasions, making it a perfect option for busy Northern Ireland families.