We’re thrilled to give a big shout out to our brilliant Sales and Marketing teams for their fantastic work on the new-look Irwin’s Bakery fixtures at Musgrave Marketplace Belfast.

This fresh in-store setup is all about making it easier for customers to discover — and be inspired by — the quality, versatility, and local roots behind the full Irwin’s range. From classic everyday breads to modern favourites and indulgent treats, our products are now showcased in a way that’s eye-catching, informative, and proudly homegrown.

Putting Local First

At Irwin’s, we’re incredibly proud of our Northern Irish heritage — and this new fixture brings that story to the forefront. With bold branding and clear messaging, we’re reminding customers that when they choose Irwin’s, they’re choosing a bakery that’s been part of local life for over 100 years.

Whether it’s our iconic Nutty Krust, the ever-popular Jammy Joeys, or our versatile range of muffins and baps, each product now has its moment to shine in a space designed to celebrate freshness, flavour, and flexibility.

Versatility That Works for Every Customer

From chefs and caterers to café owners and convenience retailers, the new layout helps Musgrave Marketplace customers see how Irwin’s fits into every kitchen and menu. Whether it’s toasting, filling, serving, or snacking — we’ve got something for every occasion.

The refreshed fixture also highlights our commitment to consistency, quality and customer satisfaction, making it even easier for buyers to stock the local products their customers know and love.

Thank You to the Team

We’d like to say a huge thank you to our Sales and Marketing teams, who worked closely with the Musgrave Marketplace team to make this rollout a success. It’s another great example of collaboration, creativity, and commitment to excellence — and we couldn’t be prouder of the result.

Supporting local, delivering quality – and now looking better than ever.

Be sure to check out our new fixture the next time you’re in Musgrave Marketplace Belfast!