Genesis Crafty aims to create a bagel revolution in Britain

Genesis Crafty, the award winning Northern Ireland craft bakery, has teamed up with Tesco in Britain to launch an innovative Soda Bagel that offers a contemporary approach to one of Ireland's traditional and popular handmade breads.

The Soda Bagel, now on sale in over 400 Tesco stores in Britain, is targeted at younger consumers and provides a handcrafted alternative to existing bagels, pitta pockets and tortilla wraps for 'eating on the go' or quick meals.

In addition to the Soda Bagels, Tesco GB has also listed Genesis Crafty's established plain scones and 'Big Pancakes'. The contract represents a major breakthrough by the company with Tesco GB.

But Genesis Crafty's main focus is on establishing the unique bagel-shaped soda bread product among consumers aged 35 and under.

The decision to revamp Irish soda bread, made using flour and baking soda, according to Liesa Johnston, Genesis Crafty's Marketing Manager, followed extensive market research in Britain.

"Our research identified a developing trend among consumers, aged 35 and under, towards artisan type breads, the sort of quality products that we've been producing for many decades," she says.

"There's no better example of a wholesome artisan bread than the Irish soda farl, a longstanding breakfast favourite in Ireland and becoming increasingly popular in Britain.

"What we have done is to transform, to revolutionise the soda by moving from the traditional rectangular shape to a more contemporary bagel that can be used with a broad range of fillings, including healthy options, to create a convenient handheld snack that's tasty anytime.

"Our new product also moves the soda from being primarily a breakfast choice to one that can be enjoyed throughout the day.The Soda Bagel is another example of the creativity and market focus which underpin our business science," she adds.

The Bagel Soda was test marketed by the company last year in Tesco stores across Northern Ireland and proved to be an outstanding success.

Genesis Crafty is a unique family business driven by six brothers, all qualified bakers. The company, based at Magherafelt in Co Derry, has won a string of UK Great Taste Awards for the exceptional taste, quality and innovation of its products which are now readily available across the UK.