Irwin's secures new £3.5m a year supermarket deal with Waitrose and Morrisons

Michael Murphy, chief executive at Irwin's Bakery.
Michael Murphy, chief executive at Irwin's Bakery.

NORTHERN Ireland bakery group Irwin’s has secured a £3.5 million a year deal to supply Waitrose and Morrisons with its ‘Together’ range of specialty breads.

The North’s only independent plant bakery will supply eight diffierent products to 600 Morrisons and Waitrose stores.

Chief executive Michael Murphy said the new contracts reflects the business carving out a growing share of the speciality breaks market in Britain.

“Currently just under 50 per cent of our business is outside Northern Ireland, with the bulk of that going fresh, daily, to GB, and we expect this to grow with the introduction of the Irwin’s Together range.”

He said Irwin’s had invested around £500,000 in both consumer research and brand development

“The bakery might be over 100 years old, but we don’t stand still. Cultures are changing constantly, and Irwin’s prides itself on keeping up with these changes.

“Consumers have enjoyed and experimented with food throughout lockdown and continue to look for ways to create great meals with everyday staples such as bread as the main ingredient for the whole family,” he said.

“We believe our breads lay the foundations for a great meal that brings everyone together at the table.”