Mash Direct Ormo
ORMO® JOINS FORCES WITH LOCAL COMPANIES TO DRIVE PRODUCT INNOVATION: ORMO®, one of Northern Ireland’s iconic brands, has joined forces with two of Northern Ireland’s successful agri-food brands, Mash Direct and Ballyrashane Buttermilk, to extend its product range to include Buttermilk Wheaten Bread, Original Potato Farls and Champ Potato Farls. Mash Direct Marketing Director Jack Hamilton, Hovis Ireland Commercial Director Trevor McCrum, LacPatrick Dairies Ltd. Business Development Manager Brendan Lappin and Mash Direct Sales Director Lance Hamilton.
Mash Direct Ormo
Mash Direct Marketing Director Jack Hamilton, Hovis Ireland Commercial Director Trevor McCrum, LacPatrick Dairies Ltd. Business Development Manager Brendan Lappin and Mash Direct Sales Director Lance Hamilton.

ORMO®, one of Northern Ireland’s iconic brands, has joined forces with two of Northern Ireland’s successful agri-food brands, Mash Direct and Ballyrashane Buttermilk, to extend its product range.

Baked in Belfast since 1875, the ORMO® brand strives to deliver great taste and quality and is enjoyed by families of all ages across Northern Ireland.  All products are baked to recipes using some of Northern Ireland’s local ingredients.

The ORMO® range is subjected to independent testing against its core competitive set, working with Loughery College in Cookstown, allowing the New Product Development team to assess ongoing quality and ensure that the range maintains its optimum appeal to our customers and consumers alike.

Mash Direct Ormo

Trevor McCrum, Commercial Director of Hovis Ireland, explains the importance of product development in terms of driving growth:

“ORMO® has enjoyed significant, annual growth over the last two years in both value and volume performance in Northern Ireland. The brand has grown by 30% and 29% in value and unit terms respectively[i]. Brand growth has been driven by continuous product improvements to our core range including pancakes and Soda Farls. September 2018 sees the launch of Ormo’s new softer rolls.

Trevor adds: “Our New Product Development team has created three outstanding products; Buttermilk Wheaten Bread, Original Potato Farls and Champ Potato Farls – each giving a unique and distinctive taste that we hope our customers will enjoy!”

ORMO® Original Potato Farls and ORMO® Champ Potato Farls use  mash and champ from Mash Direct to give a smooth and creamy taste every time.  The Potato Farls are ideal for various meal occasions, for example, with an Ulster Fry or with smoked salmon, cream cheese and chives for a light snack.

Meanwhile, ORMO® Buttermilk Wheaten Bread is made using Ballyrashane buttermilk, topped with sweetened, roasted oats to give a distinctive crunchy taste. The wheaten bread is ideal served with a hearty winter soup or a wholesome green salad.

The new ORMO® range will be supported by an extensive launch programme, including a Northern Ireland wide outdoor campaign, in store Point of Sale (POS), trade press and sampling.

The ORMO® range has both strength and depth in its extensive range that includes everything from fruit loaves and pancakes, to rolls and potato farls, all of which can be enjoyed at any time of the day.

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