Belfast Telegraph

New look and range part of relaunch for Northern Ireland's Genesis bakery brand

Feedback: Paul Allen
Feedback: Paul Allen

By Staff Reporter

A Northern Ireland bakery has unveiled new products along with a new look.

Genesis Crafty in Magherafelt will now be known as Genesis.

The brand started out as a range within McErlain's Bakery, but the business has been relaunched after McErlain's went into administration and was sold to entrepreneur Paul Allen.

And the look of the brand has been refreshed as part of a project by design agency Thought Collective.

Mr Allen, Genesis executive chairman, said: "We have been listening to customer feedback and have introduced a fresh, bold, contemporary new look for the Genesis brand range.

"Our customers love our products' traditional credentials and with new eye-catching packaging they will be able to see exactly what they are getting."

He said customer research had led it to develop new recipes, which he said would have an increased shelf life.

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The new range includes wheaten bread, pancakes, scones, soda bread and hot cross buns and has been sold into the stores of Genesis customers over the last few weeks.

A new cake range is also set to be launched early next year.

JP Lyttle, the commercial director of Genesis, revealed that the company had won "significant new contracts" over the last 12 months.

And he said the company was also aiming to have 100% recyclable packaging by early next year.

Mr Allen is a former chief executive of Tayto Group. He recently announced that he and fellow investor Michael Blaney had bought another food business, Pasta King.

Belfast Telegraph