Joeys Easter range

Northern Irish bakery business Irwin’s has secured a listing with Tesco for its three new Easter bun variants.

The trio, launched for this season under the baker’s Joeys brand, is being rolled out into 450 of the retailer’s stores across the UK from this week, comprising lemon & white chocolate, carrot cake and chocolate chip (rsp: £1/four-pack).

The products join the existing Joeys lines on Tesco shelves, which were listed by the retailer in May last year, and would build on the portfolio’s “great success”, said national account manager Gary Mason.

“It is fantastic to secure this business with Tesco as it not only highlights the strength of our existing relationship but also the quality and appeal of a much-loved local product,” he said, adding the deal would see Irwin’s supply more than 600,000 Joeys packs to Tesco annually.

In response to consumer demand, further Joeys variants were set for launch throughout this year, said Mason.