New contracts have prompted Genesis Crafty – which was sold in pre-pack deal a year ago – to invest and take on new staff.

The company, which produces the Genesis Crafty range and own-label cakes and breads for retailers including Marks & Spencer and Waitrose, was sold as a private investment to Paul Allen, CEO of Tayto Group, last August.

Genesis Crafty is now launching a recruitment drive for 35 staff and investing £750,000 in the business after winning new contracts for all year-round and Christmas products. The positions include machine operators, supervisors, engineers and skilled bakers.

The company currently employs more than 350 staff, producing goods including pancakes, scones, cakes and bread.

“This shows the significant progress that Genesis has made in the last number of months,” said Allen.

“We have consolidated our operations, refined our distribution and sought to build upon the strong relationships that we have with premium retailers across the UK and Ireland.”

Allen said this was an “exciting new era for the company”.

Genesis Crafty was founded by Joe and Roberta McErlain in 1968.