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Genesis Crafty

Ambient / Fresh

Genesis Crafty Featured Image
Genesis Crafty Featured Image

Founded in 1968, McErlain’s Bakery is a family run, independent craft bakery which produces a range of artisan branded and own label bread and confectionary items sold throughout the UK and Ireland via retail and foodservice.

McErlain’s was rebranded in 1999 to become Genesis and has since rebranded as Genesis Crafty, with the latest updates to the brand occurring in 2013.

Genesis Crafty is run by six brothers who Make Baking Amazing. They take pride in baking everything the traditional way. Using their age old recipes they bake award winning products, superior in taste and full of flavour for everyday enjoyment! From 2010, Genesis Crafty have supplied M&S with a with Raspberry Jam Bakes, Lemon Jam Bakes, Iced Tops, a Brown Soda Bannock and Wheaten Scones. Since then they have continued to grow the business with M&S by supplying mince pies, a range of tartlet products and seasonal lines.

In terms of the Genesis Crafty brand, in 2016 the full cake range was relaunched with new packaging 8 additional lines and a full marketing campaign to support the launch (including TV).

  • Sliced Wheaten & Toaster Wheaten
  • Original Sodas
  • Round Sodas
  • Wee Sodas
  • Original Buttermilk Pancakes
  • Big Pancakes
  • Chocolate Chip Pancakes
  • Blueberry Pancakes
  • All Butter Plain Scones
  • All Butter Sultana Scones
  • All Butter Cherry Scones
  • All Butter Wheaten Scones
  • All Butter Cheese Scones
  • Griddle Scones
  • Seeded Sub Rolls
  • White Sub Rolls
  • Belfast Baps
  • Brioche Finger Rolls
  • Brioche Rolls
  • Floury Baps
  • Finger Rolls
  • Large White Baps
  • Raspberry Jam Bakes
  • Lemon Bakes
  • Iced Tops
  • Snowballs
  • Raspberry Macaroons
  • Pineapple Cups
  • Raspberry Cups
  • Viennese Whirls
  • Chocolate Infinity Bakes
  • Strawberry and Cream Tarts
  • Chocolate and Salted Caramel Tartlets
  • Red Velvet Tartlets
  • Chocolate Macaron Tartlets
  • Lemon Tartlets

Hendersons

Musgrave

Foodforce Ireland

Dunnes Stores

Costcutter

Today’s Group

Shop 4 You

Independents

Tesco

Asda

Sainsburys

Waitrose

M&S

Foodfellas

Brakes

Accreditations

 

  • BRC standard Grade A



Awards held

 

  • Blas na H'Eireann 2017: Bronze award for SuperValu & Centra Teabrack

  • Great Taste Awards 2017: One Gold Star each for Genesis Crafty Maple Pancakes, Genesis Crafty Sliced Oven Wheaten & Genesis Crafty Toaster Wheaten

  • Great Taste Awards 2016: Two Gold Stars each for SuperValu Brown Soda Loaf & Genesis Crafty Tea Brack; One Gold Star each for: Genesis Crafty Wee Sodas, Genesis Crafty Brioche Finger Rolls, Genesis Crafty Toaster Wheaten, Genesis Crafty Sliced oven Wheaten and SuperValu Sean's Brown Bread

  • Irish Quality Food and Drink Awards 2016: Winner of the Christmas Q Bakery & Desserts category for Aldi's Exquisite Mince Pies; Bread - Wheaten & Soda Breads category winner for SuperValu & Centra Sean Brown Soda

  • Blas na H'Eireann 2016: Gold award for SuperValu & Centra Sean Brown Soda

  • Great Taste Awards 2015: Three Gold Stars awarded to Supervalue Brown Soda Loaf. Two Gold Stars awarded to genesis Crafty Almond Bakewells and One Gold Star awarded to Genesis Crafty Mini Sultana Scones, Genesis Crafty Oven Sliced Wheaten, Genesis Crafty Round Sodas, Genesis Crafty Toaster Wheaten, Genesis Crafty Wheaten Scones and Supervalue Sean's Brown Bread.

  • Irish Quality Food and Drink Awards 2015: Category Winner for Bread: Wheaten and Soda Breads Category: Supervalue Sean's Brown Par-Baked. Highly Commended for Bread: Wheaten and Soda Breads Category: Supervalue Brown Soda Quarter.

  • Blas na hEireann 2015: Bronze for Supervalue Sean's Par Baked Bread

  • Great Taste Awards 2014: Two Gold Stars awarded to Supervalu Brown Soda Quarter. One Gold Star awarded to: Genesis Crafty 2 Round Sodas, Genesis Crafty White Sub Rolls, Genesis Crafty Fruited Toaster Wheaten, Genesis Crafty Seeded Sub Rolls, Genesis Crafty Plain Scones, Genesis Crafty Ultimate Mince Pie, Supervalu Wheaten Soda Loaf.

  • Irish Quality Food Awards 2014: Genesis Crafty Mini Sultana Scones overall winner in the Bread: Wheaten & Soda Breads category. Genesis Crafty Mini Sultana Scones.

  • Blas na h'Eireann 2014: Gold for Genesis Crafty Double Fruit Scone. Bronze for Genesis Crafty Wheaten Soda Bannock.

  • Finalist in British Baker Baking Industry Awards for the Craft Business Award 2016



Contact this supplier

Gemma Kennedy

31 Aughrim Road
Magherafelt
County Londonderry
BT45 6BB
Northern Ireland

+44 (0) 28 7963 2465

gemma.kennedy@genesiscrafty.com

www.genesiscrafty.com

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Business Development Executive, ROI

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Business Development Executive, ROI

Jen Guiney
Business Development Executive, ROI

Tel: +44 (0) 28 3839 0142

Mobile: +44 (0)79 8511 1024

E-Mail: jen.guiney@investni.com

Business Development Manager

Geoff Spence
Business Development Manager

Tel: +44 (0) 28 9069 8476

Mobile: +44 (0) 7985 111006

E-Mail: geoff.spence@investni.com

Middle East & Asia

Karl Devlin
Head of Business Development

Tel: +44 (0) 28 9069 8225

Mobile: +44 (0) 77 6739 3316

E-Mail: karl.devlin@investni.com

RoI & GB Foodservice

Drew McIvor
Head of Business Development

Tel: +44 (0) 78 1354 4535

E-Mail: drew.mcivor@investni.com

Great Britain

Michelle Charrington
Head of Business Development

Tel: +44 (0)78 1717 3514

Mobile: +44 (0) 78 1717 3514

E-Mail: michelle.charrington@investni.com

Content Manager

Shauna Magill
Editor & Content Manager / Twitter @lovenifood

Tel: +44 (0) 28 9069 8764

Mobile: +44 (0) 78 2516 9125

E-Mail: shauna.magill@investni.com

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