UK bakery firm Genesis Crafty is investing GBP750,000 (US$915,998) in the business as it seeks to expand on the back of new contracts.

Genesis Crafty is located in Magherafelt in County Londonderry, Northern Ireland. The brand was acquired last year by Paul Allen, the former chief executive of UK-based crisp manufacturer Tayto Group, when the previous business owners went into administration. He left Tayto earlier this year after 17 years at the firm.

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Along with the investment, Genesis Crafty plans to take on 35 more staff to add to the existing 350 workers, with the hiring process underway.

The company supplies bread, cakes, scones and pancakes under its own brand and also private label for retailers in the UK and Northern Ireland such as Waitrose and Marks and Spencer.

Allen said the business has secured “important new contracts” for its regular products and also its Christmas range with some of the “UK’s most discerning retailers”. 

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He added: “We are thrilled to be launching this recruitment drive as it shows the significant progress that Genesis has made in the last number of months. We have consolidated our operations, refined our distribution and sought to build upon the strong relationships that we have with premium retailers across the UK and Ireland.”

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The Genesis Crafty brand was previously owned by the McErlain family business known as McErlain’s Bakery but ceased operations when it went into administration before Allen bought up the brand name. 

“This is an exciting new era for the company and it is great to be looking for new staff to share in our journey,” he said.