Genesis Crafty Doubles Its Cake Business

British bakery Genesis Crafty has doubled its cake business and added 47 new jobs, securing a multi-million-pound expansion of its existing contract with retailer Marks & Spencer.

The move follows the launch of Jam Bakes and Lemon Bakes in their Northern Ireland stores.

The new teatime cake range, which comprises 11 new lines, will be distributed in over 800 M&S stores throughout the UK from this month, according to newsletter.co.uk.

The impact of the new business can already be seen in a significant GBP6m investment by Genesis Crafty in new equipment and site development over the last 12 months. The 47 newly-created jobs include 10 management positions, for which recruitment is currently underway.

“We have worked with M&S since 2010 when we launched Jam Bakes and Lemon Bakes in their Northern Ireland stores,” said commercial director JP Lyttle. “The development of this new premium teatime range began in early 2016 and involved significant research across the UK and beyond to find inspiration to create the best pastry, sponge, buttercream and jams. “

Genesis Crafty produces its own-label ranges for major names such as Marks & Spencer, Tesco, Waitrose and Brakes.