Irwin’s Bakery launched Howells Wee Joeys, bite-sized madeira sponge cakes covered in jelly and coconut. “We are all a little bit excited in the bakery this week,” the bakery announced via its LinkedIn page.

The double-rolled, flavored Joeys are available in the bakery’s popular ‘Jammy’ flavor, to which a caramel version was added. Northern Ireland’s independent plant bakery announced that more flavors are joining this lineup in the coming months.

“Wee Joeys kick-starts our rebranded Howells cake range under its new branding ‘little moments of happiness!’,” Irwin’s Bakery detailed.

Irwin’s Bakery is a family-owned and run company based in Portadown, Co Armagh. The award-winning business celebrated 100 years of baking in Northern Ireland in 2012.

Photo: Irwin’s Bakery LinkedIn