Northern Irish Genesis Crafty in new deal with M&S

Genesis Crafty, the Northern Ireland family bakery, has secured a multi-million pound addition to its existing contract with Marks and Spencer which has doubled the company's cake business.

Based at Magherafelt in county Tyrone, Genesis Crafty is supplying 11 new lines produced specifically for M&S. The products are: Lemon Curd Bakes, Raspberry Jam Bakes, Jam Tarts, Salted Caramel & Chocolate Brownie Tarts, Treacle Tarts, Blackcurrant Sundaes, Lemon Drizzle Mini Cakes, Mini Victoria Sponge Cakes, Sticky Toffee Mini Cakes, Salted Caramel & Chocolate Mini Cakes and Carrot & Cream Cheese Mini Cakes.

The premium tea range is currently being distributed to more than 800 M&S stores throughout the UK. The impact of the new business has already seen a significant £6 million investment by Genesis Crafty in new equipment and site development over the last 12 months. An additional benefit is the creation of 47 new jobs, including 10 management positions, for which recruitment is currently underway.

JP Lyttle, commercial director, Genesis Crafty, says: "We have worked with M&S since 2010 when we launched jam bakes and lemon bakes in their Northern Ireland stores. Local success of the products led to national distribution and since then we have produced a number of seasonal lines for them.

"The development of this new premium teatime range began in early 2016 and involved significant research across the UK and beyond to find inspiration to create the best pastry, sponge, buttercream and jams. Taste trends such as salted caramel combined with new approaches to traditional tarts and cakes have been incorporated in the range, as well as an acknowledgement of customers' interest in portion control with the smaller treat sizing on offer."

Georgina Wells, M&S cake buyer-bakery, adds: "Our partnership with Genesis Crafty has been characterised by both quality and innovation. The company's commitment to extensive research combined with its unique artisanal approach to production, delivers products which our customers love and we are proud to sell. We have already had some really positive feedback from customers on these latest additions to our small cake offer and are looking forward to the next two launches in December and early 2018."
Genesis Crafty is also developing additional M&S ranges for Christmas with further cake lines planned in the spring.

The business was founded as McErlain's Bakery by Joseph and Roberta McErlain in 1968 and rebranded as Genesis Crafty in 1998. It is now run by their six sons, all qualified bakers.