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McErlain’s Bakery launches new range of treats

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John, Paul, Seamus and Peter McErlain of McErlain’s Bakery in Magherafelt.

John, Paul, Seamus and Peter McErlain of McErlain’s Bakery in Magherafelt.

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John, Paul, Seamus and Peter McErlain of McErlain’s Bakery in Magherafelt.

Craft producer McErlain’s Bakery in Toomebridge has launched a new selection of its luxury traybake and cupcake treats.

The new products have been developed by the family bakery in response to customers and supplier demand identified in the company’s ongoing market research.

High quality flavours and years of baking expertise have gone into the mix to provide an exciting new offering, joining its well-known anchor products of family favourites. Feedback on both products, which reflect the latest baking trends and the views of younger consumers in particular, has been extremely positive.

The traybake flavours include Belgian chocolate tiffin, cookie dough salted millionaire and biscoff rocky road, while a twist on old classics such as caramel slices, raspberry ruffle and fifteens create an assortment to suit all tastes.

Cupcake Treats offer chocolate, vanilla and strawberry sponge with whipped frosting topped with eye catching decorations and coming in handy four packs.

“By marrying the same traditional handcrafted techniques for which we are well-known with new and exciting recipes and collaborations we hope to expand our customer base,” said John McErlain, who heads up innovation and product development. “With an increase in production capacity and added investment this is an exciting new chapter for McErlain’s Bakery.”

In May 2021, McErlain’s Bakery moved to a new purpose-built premises at Creagh Business Park in Toomebridge, near Magherafelt following a £1.5m investment.

The new 12,000-square-foot facility is ideally located for the well-known, multi-generational brand to stay close to its Mid-Ulster origins, while improved logistics enable quick and efficient daily wholesale deliveries to an increasing range of supermarkets across Northern Ireland.

The expansion marks an exciting new chapter for the baking brothers whose name has been synonymous with high quality home baked bread, cakes and pastries for three generations.

Building upon the legacy established in 1968 by their parents, the three McErlain brothers, Master Bakers John and Seamus and Sales Manager Paul, alongside John’s son Peter, have kept it in the family and are future proofing McErlain’s Bakery through innovation.

Positive feedback from customers and increased demand from shop owners has led to an expanded supply of baked goods to over 200 supermarkets. In step with increased productivity in the last 12 months, McErlain’s Bakery has recruited 15 new staff members with further plans to hire an additional 10 employees by May 2022.

Renowned for family favourites such as artisan wheaten loaves, using a special flour mix passed down from their parents, and hand chaffed soda farls crafted using the traditional method, the high-spec facilities allow McErlain’s Bakery to retain its daily production of traditional home bakery methods whilst creating room for exciting new products.


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