A bakery is bringing a modern twist to traditional Irish soda bread by moving it into the bagel market.

Genesis Crafty's Soda Bagel (rsp: £1.39) is being rolled out to 400 Tescos following test marketing. The Northern Ireland-based bakery said the focus of the NPD was to come up with a soda product that appealed to younger consumers.

"We identified a trend among consumers aged 35 and under towards artisan-type breads, and there's no better example than the Irish soda farl," said marketing manager Liesa Johnston.