Stylish Belfast city centre hotel Malmaison has teamed up with Northern Ireland's biggest bakery Allied Bakeries Ireland (ABI) to serve up one of the Province's best loved bread brands to residents and customers.
Veda bread, while very much a Scottish invention, has become a Northern Ireland phenomenon since Allied Bakeries Ireland launched its first Veda loaf back in 1930 and continues to grow from strength to strength.
Sunblest Veda, launched in 1956, is the market leader with over 81 per cent value share of the Veda market within Northern Ireland and an established local favourite.
So much so that boutique hotel Malmaison, renowned for its visually dramatic interiors and top class dining facilities, has added the popular bread to its bar menu.
This reflects Malmaison’s ongoing commitment to supporting local food producers who are passionate and specialise in their field, and coincides with the launch in January of the hotel’s ‘Home Grown & Local’ menu.
Allied Bakeries Ireland marketing executive Andrew Hollywood said: “Sunblest Veda has been a favourite in Northern Ireland since its introduction into the local bread market over 50 years ago. I’m sure that diners will love the fact that they can enjoy the traditional Veda taste in the intimate surroundings of a top class city centre hotel.”
Malmaison general manager Mark Davies added: “We are delighted to add to our menu a product that is already a Northern Ireland favourite. Our head chef Matthew Powell has been working with Sunblest to come up with a range of delicious and innovative Veda dishes such as Eggs Benedict and the Veda club sandwich. I’m fortunate enough to have tried them all and I’m confident that they’ll be a huge hit with visitors to our hotel.”
Like many great inventions the formula for Veda was stumbled upon by luck when a Dundee farmer’s house-keeper accidentally used damp wheat which had sprouted to produce malted wheat. When she used the malted wheat for the farmer’s bread it produced a sweet-malted flavoured bread – and Veda bread was born.