Irwin’s Irish Batch Bread rolls into Asda

Northern Irish bakery Irwin's has won its first listing in England for its Irish Batch bread.

The bread, rolling into 150 Asda stores across England now, is made using traditional recipes and is not baked in individual tins but at the bottom of the oven as part of a batch.

The 800g loaf (rsp: £1.38/800g), sold as Nutty Krust in its homeland, has already been a success in Scotland, where it was launched three years ago. "We decided to market the brand as Irwin's Irish Batch in Scotland as research showed British consumers enjoy authentic Irish products," said the baker.