The latest innovations from the Portadown based bakery aim to give families more choice and the products have secured listings at major retailers including Tesco, SuperValu and SPAR NI.

After more than 100 years in business, Irwin’s continues to spearhead Northern Ireland’s muffin market with shoppers favouring the brand over competitors for more than a decade.

The new lines are the latest in a string of announcements from the family firm, after securing £3.5 million in new contracts over the past year.

Bronagh Moore from Irwin’s Bakery said: “The new products are packed full of flavour and will provide consumers with the perfect blend of sweet and savoury for any occasion. With the return to school and change in seasons, we felt it was a great time to diversify one of our most popular products.

“As a business, we are continually assessing our customer needs and this new range shows our commitment to investing in new product development.

“We wanted to put a modern twist on a long–established range and give people something to talk about. Adapting our famous Veda recipe into a convenient muffin is a fun way to do that.

“We sliced it back in 2011 to much controversy but if that proved anything it was how much the people of NI love Veda, so we’re hoping this new muffin will keep many a breakfast table happy this autumn.”

The company has also invested significantly in brand development and a new marketing campaign, including advertising during The Great British Bake Off to bring its message to a wider market.

Bronagh added: “Our Fill it, Toast it, Love it” campaign will focus on digital and outdoor advertising as well as securing the TV ad space during Bake Off, which is a real coup to help bring our message to the wider UK customer base. It aims to showcase the range of ways our customers can use our products, bringing our brand to the centre of conversations around the family home.”

Irwin’s is the fifth biggest food brand in Northern Ireland and continues to be a family staple in many households with customers continually repurchasing its products.

The company aims to strengthen its customer base with a stream of innovative ideas planned for the next 5 years to further enhance its range.

Irwin’s Orange and Cranberry, and Veda flavoured Muffins are now available in major retailers across Northern Ireland as well as wholesalers Musgrave and Henderson’s.

Caption: Bronagh Moore, Marketing Executive at Irwin’s Bakery.

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The new research by safefood has revealed that eight in ten people in Northern Ireland agree that so-called “junk” food advertising aimed at children should be banned (80.2%), while almost seven in ten (69.4%) of respondents’ support restrictions on marketing of unhealthy foods to adults.

In particular, the research demonstrated high levels of public support for government-led policies aimed at tackling childhood obesity. This included over two-thirds backing the ban of vending machines with unhealthy snacks and drinks in schools (77.8%) as well as a majority backing planning restrictions on the opening of fast-food outlets close to schools (66.5%).

Nine in ten respondents also endorsed healthy school meals (91.8% for primary schools and 90.6% for secondary schools), educating children on food prep skills at all schools (91.7%), while 85.3% believe children should receive a minimum of 30 minutes of exercise in school each day.

The research also reveals that 80% of people recognise that obesity poses a serious public health challenge. Previous safefood research² had estimated that overweight and obesity was costing Northern Ireland’s economy approximately £370m per year.

A quarter of children in Northern Ireland aged 2-15 years are reported to be overweight (20%) or obese (6%), while almost two-thirds of adults are classed as obese (27%) or overweight (38%).

The research coincided with the All-Island Obesity Action Forum hosted in Belfast by safefood in partnership with the Departments of Health in both Northern Ireland and Ireland. The event brought together leading experts from the United Kingdom and the island of Ireland to explore a range of policy approaches to address overweight and obesity, and public support for such policies.

Dr Aileen McGloin, Director of Nutrition with safefood, said: “Overweight and obesity are the most serious long-term public health issues we face and tackling them poses complex challenges for policy makers, society and the Northern Ireland economy.

“People are becoming more and more aware of these rising rates of overweight and obesity. Our research shows the public is ready for a range of policies for children and adults to address this and benefit them.

“There’s already strong work happening at a policy level in Northern Ireland. Of note is the establishment of nutritional standards in schools and social & healthcare settings; the introduction of the soft drinks industry levy and supports for breastfeeding mothers.

“By identifying those policies that have strong public backing, we can better support and empower people to make healthier food and lifestyle choices. This has the potential to create lifelong, sustainable changes which can benefit current and future generations, our society and the economy in Northern Ireland.”

The safefood research demonstrated also found that nine out of ten respondents (88.8%) supported policies requiring meals sold or provided at private and public sector workplaces to meet a healthy standard of nutrition.

Meanwhile, just under half (47.3%) think portion sizes in restaurants and fast-food outlets should be restricted as a measure to address obesity.

For more information and to download the report “Public acceptability of policies to address obesity,” visit: www.safefood.net/news.

ENDS

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