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ORMO adds new muffins to its morning goods range

ORMO has launched a new muffin range, including a bigger and softer standard muffin baked with Northern Irish free-range eggs and a premium, brioche muffin made with local eggs and butter.

The new ORMO brioche muffin offers a distinctive, softer and sweeter taste and is said to be perfect served with a poached egg for breakfast or accompanied with smoked salmon and cream cheese as an afternoon tea option.

The ORMO muffin range will be launched with impactful point of sale, digital, consumer and trade PR and an extensive sampling campaign across Northern Ireland.

“We reviewed the product offering and, based on consumer insights, we were determined to bring genuine innovation to the muffin category,” said Trevor McCrum, commercial director for Hovis Ireland and chairman of the NI Bread Council.

“We’re committed to showcasing the exceptional produce that can be made here in Northern Ireland and the 2019 Muffin range is another example of this. I’m confident the ORMO muffin range will be as successful as our other ORMO products and it will provide consumers with greater choice. The ORMO brand continues to lead the Northern Ireland Morning Goods category and we look forward to continuing to respond to consumers’ needs.”

The latest NPD from ORMO follows its launch of premium potato farls made with mash and champ from Mash Direct and wheaten bread made with buttermilk from Ballyrashane Creameries in September 2018.

The launches were backed by an integrated campaign, Great Local Brands Coming Together, which took joint first place in the Ulster Grocer Marketing Awards 2019 Best Marketing Campaign category.

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