GENESIS & BRENNANS TEAM UP FOR NI EXPANSION

Genesis Bakery Teams Up with Brennans to Expand Northern Ireland Distribution

Northern Irish bakery manufacturer Genesis Bakery has forged a new distribution partnership with Brennans Bakeries, creating a stronger presence for both brands across Northern Ireland. The collaboration will see Genesis Bakery deliver a curated selection of Brennans products to retailers, leveraging its established logistics network to ensure wider availability and fresher deliveries.

The partnership is designed to optimise distribution efficiency and improve service levels for retailers. By combining resources, both bakeries can reach areas that were previously underserved, offering more consistent delivery schedules and a broader product range to stores across the region.

JP Lyttle, Commercial and Product Development Director at Genesis Bakery, said the partnership complements Genesis’s existing product range and enhances the company’s ability to respond quickly to retailer needs. Colin Todd, National Sales Manager at Brennans, added that the agreement strengthens the brand’s footprint in Northern Ireland, ensuring customers have greater access to their bakery products.

Industry observers have highlighted the deal as a significant step for the local bakery sector, particularly in an environment where reliable distribution and supply chain efficiency are vital. The collaboration positions both Genesis Bakery and Brennans Bakeries to better serve retailers, increase operational efficiency, and deliver a wider selection of fresh bakery items to consumers.