Northern Irish bakery in M&S Taste of Summer launch

Cakes from Northern Irish bakery Genesis Crafty were featured at the Marks & Spencer launch of its Taste of Summer Food Collection in Dublin.

Among the new products showcased from the family-owned and managed bakery in Magherafelt, county Derry were traditional Bakewell Tarts.

Genesis Craft, run by six baker brothers including managing director Brian McErlain, is a longstanding supplier of cakes to M&S in Ireland and the United Kingdom.

The high-profile launch was attended by 60 of Ireland's well-known foodies and influencers who sampled the hero food and drink products from the range.

Media were taken on a unique culinary journey at the event, experiencing the most innovative flavours from this season's range showcased at dedicated market stalls including; BBQ and Dining, Picnic and Desserts and Sweet Treats.

Genesis Crafty has won a series of UK Great Taste and other awards and produces a range of scones, pancakes and cakes as well as traditional Irish breads for major retailers including Marks and Spencer, Waitrose, Sainsbury's and Tesco.

The artisan bakery is among the most progressive and market-led of its type in the UK. It has achieved this position through continuous investment in new product development and the latest marketing techniques including social media activities.

The company employs around 200 people and has pioneered the development of Northern Ireland's first bakery academy in a bid to expand its skills base.