The bakery developed the range of muffins, which will feature buttermilk, mild red cheddar and ancient grains, in response to customer demand and they will be stocked in 280 Asda stores across the nation.
Irwin’s national account manager Chris Moore commented: “The bakery landscape is changing - at two ends of the scale are health and indulgence when it comes to motivators for purchase in the sector.
“We are delighted to continue our partnership with Asda, which will now bring our best-selling muffins to shoppers in Great Britain, as well as all Asda stores in Northern Ireland.”
Asda’s regional buying manager for Northern Ireland Brian Conway commented: “Asda is committed to supporting local producers and we recognise Irwin’s ongoing commitment to developing innovative and high-quality products.
“Working together we have created the new range of Asda Extra Special muffins in direct response to what our customers want. Irwin’s has always been a firm favourite in our NI stores and I’m sure the new muffins will prove extremely popular with shoppers across the UK.”
Irwin’s is a family-run business, with grandsons Brian and Niall Irwin playing an integral role at the bakery.
In May, Irwin’s secured a contract with Waitrose to supply its new Rankin Selection Cinnamon and Raisin Toasty Loaf.