The Blaa is going up in the world. The European Commission has approved the Waterford Blaa to the register of protected designations of origin.

The soft, white bread roll dates back to the arrival of French Huguenots in the 17th century.

The Blaa will take its place on a list of almost 1,200 products - including Champagne and Parma ham - that are protected according to their region.

The word is thought to have been taken from the French word for white 'blanc'. Another possibility is that it is derived from the French word 'blé', which is used for certain types of flour.

Blaa bakers have recently launched a marketing campaign to promote awareness about the Waterford Blaa.

The Waterford Blaa Bakers Association says these products are experiencing a resurgence in popularity.

Total sales of bread, cakes and biscuits in Ireland are estimated to have grown by 13% to €1,035 million in the five years leading up to 2009.

According to a June 2010 report by market analyst Mintel, year-on-year growth in the market was expected to return in 2010, with sales forecast to rise by 2% to €1,055 million, and a further projection of 9% growth in sales between 2010 and 2014 to €1,148 million.