Irwin’s Bakery, the leading bakery in Northern Ireland, has invested £350,000 in rebranding its award-winning range of traditional Irish breads in collaboration with celebrity chef Paul Rankin, Rankin Selection. The rebrand investment includes a packaging makeover, which conveys the products’ artisan feel and heritage as well as a refreshing of some of the range's product names.
The range includes Brown Soda Bread, Stoneground Wheaten, Buttermilk Soda Bread, Potato Slims, Fruit Soda Bread, Barmbrack and Rankin Fruit Loaf.
“The Rankin Selection bread range has been an enormous success story for Irwin’s, creating a significant increase in trade with major retailers in GB,” explained John Hopkins, Sales Director, Irwin’s Bakery.
Mr Hopkins continued, “The new look packaging responds to the demands facing shoppers today. Each pack now features indicators communicating key attributes of the product such as a shamrock depicting Irish ingredients, a toaster indicating the product tastes best toasted, and a slice of bread illustrating the product is yeast-free.
“We have also refreshed some of the product names in the range, making it easier for consumers to identify exactly which bread suits their individual tastes and needs.
The newly packaged Rankin Selection product range is available in major retailers across GB including Tesco, Asda, Morrison’s, Waitrose and Sainsbury’s.
© 2015 - Checkout Magazine by Niall Swan
