Genesis Crafty refreshed brand and launches new premium cakes

Genesis Crafty, the award winning Northern Irish craft bakery, aims to double sales of its range of premium cakes in Britain and the Republic of Ireland through a rebranding of the products and increased marketing activities.

The family bakery, which is based at Magherafelt in county Derry and has won a string of awards for its baked goods, has rebranded under the legend 'We Make Baking Amazing'. It is also introducing lean manufacturing techniques in the bakery to increase efficiency and productivity.

Run by six brothers, all qualified bakers, Genesis Crafty has carried out extensive market research and pinpointed significant new business opportunities for its high quality cakes. It is supporting the campaign with the launch of the new brand and four additional cakes and a more expensive range of tartlets.

General Manager David Walmsley, commenting on the new marketing drive, says: "At Genesis Crafty, we Make Baking Amazing, so we are proud to be introducing our new range of premium cakes in their new look packaging.

"There are two ranges, our core, every day range of four cakes, which have an RRP of £1.99, and our top tier portfolio of six tartlets that are even more amazing and have an RRP of £2.99."

He adds that both cake ranges represent a huge opportunity for a gap in the market for premium products identified by the company, which is also recognised as a producer of quality hand crafted bread products such as soda breads, scones, pancakes - it produced 10 million pancakes last year - and rolls. It has now a respected baker of cakes for leading retailers such as Marks and Spencer, Waitrose, Sainsbury and Tesco throughout the UK.

Established in 1969 as McErlain's Bakery, it launched its first range of premium cakes in 1997. It subsequently rebranded at Genesis Crafty as craft bakery with the capability to bake volume products.

The bakery has an extensive R&D operation that works closely with leading customers on innovative product development. The new tartlets have been created to reflect a patisserie style.

Genesis also recently announced the establishment of a unique bakery academy to develop a pipeline of qualified bakers required for long-term growth.

Pic Caption: Genesis Crafty in Northern Ireland has rebranded packaging and launched new premium cakes and tartlets.