Magherafelt bakery Genesis land deal with Waitrose, with expected sales of £700k

McErlain brothers
McErlain brothers

Magherafelt bakery Genesis Crafty has announced an exclusive deal with Waitrose to launch its new range of three Speciality Breads.

Expected to generate retail sales of £700,000 in its first year, the deal is part of the brand’s growth plans into the wider UK market.

The new range of artisan Speciality Breads use innovative ingredients and will be stocked in around 200 Waitrose stores nationwide from October 2014, highlighting the brand’s ambitious growth plans to increase share with larger retailers, whilst enhancing Genesis Crafty’s presence throughout the UK.

Over the past three years, the brand has experienced continued growth of 20 per cent year on year, with retail sales in the region of £22m in the last financial year.

Artisan values remain key for this award winning bakery, who employ 220 staff to create their traditional, handmade goods, using only the finest ingredients. The high quality range of cakes, pancakes, scones, rolls & baps, sodas and wheaten breads are produced in small batches with 440,000 retail units made every week.

The new Speciality Breads range comprises three versatile, savoury flavour combinations which can be enjoyed at many different eating occasions, from breakfast, to lunchtime and afternoon snacking, or more formal dinners. All are suitable for home freezing and are available in the following varieties:

Managing Director of Genesis Crafty, Brian McErlain said: “These Speciality Breads represent a significant launch for Genesis Crafty and represents a key opportunity for our brand to gain a stronger foothold in the wider UK.

“It is important for us to continue to innovate while remaining true to our traditional, homemade values and the Speciality Breads deliver this – consumers should recognise favourites such as a classic white batch loaf with an unexpected, delicious twist of added quinoa.”