Irwin’s Bakery Gets ‘Thin-spiration’

Portadown based Irwin’s Bakery was ‘walking on air’ after its new product ‘Sandwich Skinnys’ received a welcome boost from health conscious shoppers. The new product has sold almost 35,000 packs since being listed in over 250 stores in Northern Ireland including convenience stores and multiples.

Sandwich Skinnys are soft bread pockets, available in white or brown versions, with each ‘skinny’ containing less than 100 calories. The product is designed to meet the demand from new year dieters looking for a lighter option in their packed lunch.

Hannah Robinson, marketing manager for Irwin’s Bakery (pictured) said: “Bread is a naturally low fat food but we know a lot of our consumers are looking for lower calorie alternatives to their delicious lunchtime sandwich at this time of year. Sandwich Skinnys are one option which can save around 100 calories when compared to a normal sandwich and we really saw a lift in sales in January.”

The product has been launched into the growing ‘sandwich alternatives’ market which was worth an estimated £25.2 million in the UK last year.