Genesis Crafty rolls out new products after extending M&S contract

Northern Irish business Genesis Crafty has extended its contract with Marks & Spencer (M&S) with the introduction of 11 new own-label lines.

The multi-million pound M&S contract, which has doubled Genesis Crafty’s cake business, has prompted a £6m investment in new equipment and site development over the past 12 months. It also brought 47 new roles to the bakery, including 10 management positions.

Lemon Curd Bakes, Jam Tarts and Lemon Drizzle Mini Cakes are among the 11 new own-label lines that will be stocked in more than 800 M&S stores nationwide from this month.

Magherafelt-based Genesis has worked with M&S since 2010 when it launched Jam Bakes and Lemon Bakes in its Northern Ireland stores.

“We are delighted M&S has continued to work alongside Genesis Crafty to expand its UK customer offer and contribute to major growth in our production capability, facilities and expertise,” said Genesis Crafty’s managing director Brian McErlain (pictured far left).

“We are looking forward to further developing our partnership and, to that end, will be launching additional M&S ranges for Christmas with further cake lines planned in the spring.”

M&S cake buyer Georgina Wells said its partnership with Genesis Crafty had been characterised by quality and innovation.

“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.”

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