Tesco Northern Ireland has added 31 bakery products from six regional suppliers to its ranges, reflecting an 11% year-on-year increase in local cake category sales.

The expanded listings include products from Irwin's Bakery (Portadown), Genesis Bakery and Bertie's Bakery (both Magherafelt), Holmes Bakery (Craigavon), Graham's Bakery (Dromore) and Sunblest (Belfast).

Product Development and Market Positioning

Irwin's Bakery, established in 1912, has developed Mediterranean influenced products including Wee Lemon Joeys and brioche muffins for the range. The company has supplied Tesco Northern Ireland since 1996 and now provides over 30 products, generating more than £4 million in annual sales with year-on-year growth exceeding 10%, according to Senior National Account Manager Gary Martin.

Genesis Bakery has introduced eight new lines, including a reformulated Afters collection featuring portion-controlled chocolate, jam and coconut, carrot and caramel cakes.

Holmes Bakery's additions include Biscoff Billionaire, Lemon and Orange Crunch and Milk Chocolate Tiffin traybakes. Account Manager Gillian Castles noted that the Tesco relationship has increased brand visibility whilst maintaining handcrafted production methods.

Graham's Bakery has launched its Pick Me brand with Blonde Chocolate & Brown Butter Brookies and Mini Victoria Sponge Cakes amongst other products.

Sunblest has developed a four-pack of protein pancakes manufactured specifically for the Northern Ireland market.

Supplier Growth and Commercial Impact

The partnerships have enabled production expansion for several suppliers. Brian McErlain, founder of Bertie's Bakery, confirmed that the Tesco listings have facilitated increased production capacity and workforce growth.

Ben McFadden, Bakery Buying Manager at Tesco Northern Ireland, said:

"Our customers love seeing local favourites on our shelves - and these new lines offer even more choice and quality from right here in Northern Ireland. We're proud to work in partnership with local suppliers to champion their products, support their growth, and bring our customers fresh, homegrown bakes every day."

The products are now available across Tesco stores in Northern Ireland.

Main image from Left to Right - Brian McErlain, founder of Bertie's Bakery, Eugene Wallace, National Account Manager at Allied Bakeries (Sunblest), Gary Martin, Senior National Account Manager at Irwin's Bakery, Ben McFadden, Bakery Buying Manager at Tesco NI, Kingsley Burrows, National Sales Manager at Genesis Bakery, Timothy Graham, Business Development Manager at Grahams Bakery and Gillian Castles, Account Manager at Holmes Bakery.