Ina’s Kitchen Desserts signs €800,000 deal with Musgrave

SuperValu and Centra expected to sell 800,000 scrumptious cupcakes in 2010

Ina’s Kitchen Desserts has signed a deal to provide luxury cupcakes which are locally produced and 100 per cent Irish to SuperValu and Centra stores across the country. The agreement is part of an on-going commitment by SuperValu and Centra to source directly from Irish suppliers. The stores expect to sell in excess of 800,000 units this year, with the handmade cupcakes retailing at €1 each.

Ina’s Kitchen Desserts is a family run business that employs 32 people and has been producing quality desserts such as cakes, gourmet scones and muffins for 27 years. Thanks to this new partnership with Musgrave Retail Partners, four new jobs will be created, further demonstrating the grocery retailer’s commitment to Irish suppliers and Irish jobs.

Commenting on the announcement, Ciara McClafferty, Category Manager, Musgrave, said, “We have a long established policy of investing in local Irish produce whenever possible, thus providing our customers with top quality, fresh Irish food. Our partnership with Ina’s Kitchen Desserts is an exciting new initiative to bring great value, luxury handmade cupcakes to our customers. It’s fantastic to see that this deal with lead to the creation of some new jobs in this small, family-run business and further demonstrates the valuable contribution Irish food producers make to our economy.

Bernard Broderick, Sales Director, Ina’s Kitchen Desserts, added, “Ina’s Kitchen Desserts have provided quality, handmade desserts for almost thirty years. Cupcakes are yet another American trend, which is getting real traction in the Irish market. They are perfect for any occasion including birthdays, special tea times or as a cheeky everyday treat with a cup of coffee. Our partnership with Centra and SuperValu will allow customers the length and breadth of the country to buy our indulgent and luxurious cupcakes at a great value price point.

During 2009 Musgrave made a significant contribution to the Irish economy and Irish suppliers with 75% of all products purchased on behalf of all its retail partners, either produced or manufactured in Ireland. This represents total purchases from Irish suppliers in excess of €2.8 billion at retail level, serving to both create and protect Irish jobs and livelihoods and also sustain the Irish community.

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