The new listings are a response to consumer demand for gluten-free options across all day-parts. The frozen free-from category is enjoying strong growth and is up 32.2% year-on-year. Genius expects penetration to rise as retailers open up space in this area of the store.
David Shaw, commercial director, said: “Genius is growing at over twice the rate of the free-from bakery category at 54.7% [Kantar Value MAT to 1 February 2015], driven largely by our successful range of baked goods.
“We’re confident that our success in ambient, along with the increased distribution of our frozen range, will help boost penetration in the frozen free-from category as we continue to widen the level of choice available to the increasing number of consumers turning to a gluten-free or gluten-light diet.”
The full Genius Gluten Free frozen products range:
• Shortcrust Pastry RRP £2.49
• Puff Pastry RRP £2.49
• Chicken & Gravy Pies RRP £3.50
• Steak Pies RRP £3.50
• Apple Pies RRP £3.50
• Vegetable Chilli Pies RRP £3.50
• Chilli Bean Pies RRP £3.50
In addition, Genius has today (18 May) launched a £750,000 online campaign in what it claims is the largest-ever above-the-line investment in free-from bakery.
It aims to increase penetration and drive further category growth and will run for three months, incorporating a mixture of Video On Demand (VOD) spots across 4OD and ITV Player, YouTube and Facebook impressions, as well as targeted display advertising support aimed at reaching an audience of consumers considering a move to a gluten-free diet.