Genesis Crafty

Founded in 1968, McErlain’s Bakery is a family run, independent craft bakery which produces a range of artisan branded and own label bread and confectionary items sold throughout the UK and Ireland via retail and foodservice.

McErlain’s was rebranded in 1999 to become Genesis and has since rebranded as Genesis Crafty, with the latest updates to the brand occurring in 2013.

Genesis Crafty is run by six brothers who Make Baking Amazing. They take pride in baking everything the traditional way. Using their age old recipes they bake award winning products, superior in taste and full of flavour for everyday enjoyment! From 2010, Genesis Crafty have supplied M&S with a with Raspberry Jam Bakes, Lemon Jam Bakes, Iced Tops, a Brown Soda Bannock and Wheaten Scones. Since then they have continued to grow the business with M&S by supplying mince pies, a range of tartlet products and seasonal lines.

In terms of the Genesis Crafty brand, in 2016 the full cake range was relaunched with new packaging 8 additional lines and a full marketing campaign to support the launch (including TV).