Dubbed the Biscake, the product is described by Genesis as a blend of a biscuit base and a fluffy, light cupcake top, garnished with hand-piped decoration.
Biscakes are available in three flavours – Choc Chip off the old block, Cherry Cake-well and Lemon Meringue-a-tang – and will be available in M&S stores across the UK.
Paul Allen, executive chairman of Genesis Bakery, said: “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.”
Allen added: “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.”
Established in 1968, Genesis Bakery has been supplying products to M&S for the past ten years.
‘Credit to NPD’
Commenting on the Biscake launch, head of region for M&S in Northern Ireland Philip Conlon said: “This new and exclusive fusion to M&S, 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 launch of the Biscake is the latest in a line of hybrid food products that have appeared in M&S stores – most recently it revealed the Hot Cross Yumnut, a combination of hot cross bun, doughnut and yum yum.
Meanwhile, plant-based bakery ingredients, ice cream and gourmet sweets lead this roundup of the latest food and drink product launches from the past month.