Tesco listing for Genius as it moves into pies

05 July, 2011
Page 10 

Genius Gluten Free, a major supplier to the free-from market, is venturing outside of bread for the first time. It has launched a range of five savouries and secured a listing with Tesco for all of them.

Genius has chosen Roberts Bakery to make the pies, slices and sausage rolls, which are being stocked by Tesco. Genius founder Lucinda Bruce-Gardyne told British Baker: "We started with bread and took the decision to match mainstream premium quality. I wanted to give normality back to those with gluten intolerance or wanting free-from. The breads are now stocked by most major supermarkets.

"I did not expect to launch pies yet, but the quality and timing is right. We chose Roberts Bakery to make the pies because they are a family firm with the same values. It is a natural partnership."

The pies, made with gluten-free shortcrust or puff pastry, are being made at the former P&A Davies Bakery in Chester, taken over by Roberts last year. Roberts MD Mike Braddock, told British Baker: "We are already making white and brown seeded rolls for Genius and have developed the pies. The five new launches comprise steak and ale pie, chicken pie, Cornish slice, peppered steak slice and sausage rolls. They went into Tesco this week."

>>Genius strikes deal for launch in US market





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