Genesis gets contract with ‘biscake’

Northern Ireland’s Genesis Bakery is behind an innovative new bakery hybrid set to hit the shelves of M&S stores across the UK.

Sunday, 14th March 2021, 5:00 pm
Pictured launching the new product are JP Lyttle, Commercial Director at Genesis Bakery, JP McShane, M&S Lisburn Store Manager and Paul Allen, Executive Chairman at Genesis Bakery

The Biscake™, a combination of both biscuit and cake, is being produced exclusively for Marks & Spencer stores.

Available in three flavours, ‘Choc Chip off the old block’, ‘Cherry Cake-well’ and ‘Lemon Meringue-a-tang’, the Biscakes™ blend a biscuit base and fluffy, light and decadent cupcake top, topped off with beautiful decoration which is expertly hand-piped by the Genesis team.

Local suppliers have been central to the M&S success story and with 20 stores, eight of which are dedicated Food outlets, this new bakery innovation is testament to the retailer’s commitment to its local supply base in Northern Ireland

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Started in 1968, Genesis Bakery has been a trusted M&S supplier for over 10 years, using high quality ingredients to bake award-winning products.

This new contract with M&S is another success for Genesis which Paul Allen bought in 2018 out of administration, saving nearly 300 jobs.

Philip Conlon, Head of Region for M&S in NI said: “The support of local companies has been key to our success in NI. It has always been our policy to stock a range of fantastic local produce where possible and Genesis are the perfect example of how successful this arrangement can be. Their expertise and knowledge of the market and their ability to work with us to provide our customers with the highest quality products cannot be beaten. Our 10-year partnership bears witness to both our supplier commitment and the quality of their product.

“This new and exclusive fusion to M&S, the Biscake™, is a credit to the new product development team at Genesis Bakery who work hard to produce the most innovative and great tasting products using the best ingredients, many of which are sourced locally.

“The response to the Biscake™ has been phenomenal in our M&S stores here and we are delighted to share them with our wider customer base across mainland UK – the proof is certainly in the eating!.”

Paul Allen, Executive Chairman of Genesis Bakery added: “We are delighted with the response to this exceptional product. We make more than 25 different lines for M&S, who constantly challenge us to come up with baked goods that are new and exciting for customers. Their requirement for the highest possible standards are well known and it is a real accolade when cakes made in our bakery in Magherafelt are on shelves every day in hundreds of M&S stores all over the UK and indeed all over the world. We have invested heavily in new product development and seeing Biscakes™ being so well received gives us all a real sense of pride in the skill of our development and bakery teams.”

M&S is famed for its bakery hybrids and are leaders in the market for bringing these customer favourites to the masses. Recently launching the Yumnut™, a yum yum and doughnut cross, these sweet treats swiftly shot up the best-sellers list and have already gained international notoriety.

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