Northern Irish baker Genesis Crafty is launching three branded speciality loaves exclusively into about 200 Waitrose stores next week.

The new line-up comprises a White Batch with Quinoa; Tomato & Herb; and Pumpkin & Rye (all rsp: £1.79). The loaves will be supported with a 25%-off price promotion for their first three weeks on shelf.

Magherafelt-based Genesis Crafty - a major supplier of branded and own-label bread in Northern Ireland - this summer announced it was looking to ramp ­­­­up its presence in mainland UK.

MD Brian McErlain said the new loaves represented a “key opportunity” for the brand to gain a stronger foothold.