By SAM BUTLER
McErlain’s Bakery, one of the leading craft bakeries, has launched a new selection of its luxury traybake and cupcake treats.
The new products from the family bakery are a response to customers and suppliers in the company’s ongoing market research into the views of regular customers and from its extensive network of suppliers.
High quality flavours and years of baking expertise have gone into the mix to provide an exciting new offering to join the well-known anchor products of the firm’s family favourites.
Feedback on both products has been extremely positive. They reflect the latest baking trends and the views of younger consumers in particular.
The traybake flavours include Belgian chocolate tiffin, cookie dough salted millionaire and biscoff rocky road, whilst a twist on old classics such as caramel slices, raspberry ruffle and fifteens create the perfect assortment to suit all tastes.
Cupcake Treats offer chocolate, vanilla and strawberry sponge with whipped frosting topped with eye catching decorations and come in handy four packs to comprise a range for all ages.
Throughout the generations and accompanying transformations, the McErlain brothers insist that two things remain unchanged: McErlain’s reputation for quality and taste.
John McErlain, who heads up innovation and product development, says: “By marrying the same traditional handcrafted techniques for which we are well-known with new and exciting recipes and collaborations we hope to expand our customer base.
“With an increase in production capacity and added investment, this is an exciting new chapter for McErlain’s Bakery.”
In May 2021, McErlain’s Bakery moved to a new purpose-built premises at Creagh Business Park in Toomebridge, near Magherafelt, following a £1.5 million investment.
The new 12,000 square foot facility is ideally located, allowing the well-known, multi-generational brand to stay close to its Mid Ulster origins whilst improved logistics enable quick and efficient daily wholesale deliveries to an increasing range of supermarkets across Northern Ireland.
The expansion marks an exciting new chapter for the baking brothers, whose name has been synonymous with high quality home baked bread, cakes and pastries for three generations.
Building upon the legacy established in 1968 by their parents, the three McErlain brothers – Master Bakers John and Seamus and Sales Manager Paul, alongside John’s son Peter – have kept it in the family and are future proofing McErlain’s Bakery with a new expansion for growth.
Positive feedback from customers and an increased demand from shop owners has led to an expanded supply of baked goods to over 200 supermarkets.
In step with increased productivity in the past 12 months, McErlain’s Bakery has recruited 15 new staff members with further plans to hire an additional 10 employees by May 2022.
Renowned for family favourites like the artisan wheaten loaves, using a special flour mix passed down from their parents, and hand chaffed soda farls crafted using the traditional method, the high spec facilities allow McErlain’s bakery to retain its daily production of traditional home bakery methods whilst creating room for exciting new products.
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