Raising a ‘toast’ to NI’s iconic loaf! A summer of celebration as Nutty Krust turns 60
One of Northern Ireland’s most iconic brands and best loved breads is celebrating a special milestone this summer – marking 60 years since Nutty Krust was born.
Nutty Krust was first sold by Irwin’s Bakery in Northern Ireland on 30th August 1961 and has gone from strength to strength ever since. Consistently a top seller in the bread category, the brand has increased sales by an impressive 22% over the past year alone (IRI Northern Ireland 52 weeks to 21.3.21), reflecting the enduring popularity of this classic batched loaf.
Enjoyed by families across Northern Ireland for generations, the 18 hour fermentation and slow baking process on the sole of the oven gives Nutty Krust bread a distinctive and unique flavour. From classic buttered toast and hearty sandwiches, to the perfect bread for Christmas stuffing, the versatility of Nutty Krust makes it a popular addition to family shopping baskets, week after week.
Embracing its 60s in style, a brand new Nutty Krust packaging design has been launched to recognise this important milestone – celebrating the fact that Nutty Krust has been ‘toasted by families since 1961.’ A range of special commemorative merchandise will be available via the Irwin’s website, which promises to be a hit with Nutty Krust’s loyal fans!
60 days of competitions and recipes will be shared across Irwin’s social media channels throughout the summer and the brand will be partnering with retailers and other NI brands to give away exclusive Nutty Krust merchandise, hampers, ‘staycation’ competition prizes and in-store promotional offers to shoppers.
Brian Irwin, Irwin’s Bakery Chairman said: “We couldn’t be more proud to celebrate 60 years of our much loved Nutty Krust bread – a core product in our offering that has somewhat of an iconic status here in Northern Ireland. It’s enjoyed and recognised as a comforting taste of home by people of all ages – so much so that we get regular requests for overseas deliveries for people who have moved away from home and miss a good old slice of Nutty Krust! In fact, its popularity is very much on the up and the product has enjoyed significant sales growth over the past year.
Mr Nutty Crust
“As part of the 60th celebrations, we’ll be ‘toasting’ families across Northern Ireland with exciting competitions during the summer and beyond, with Mr Nutty Krust himself set to make a few surprise appearances. Whilst the birthday isn’t officially until the end of August, we’re launching the celebrations early and will be keeping the party going right through until autumn. We want to say a big thank you to everyone in Northern Ireland who keeps supporting Nutty Krust – and we hope to make its seventh decade the best yet.”