The exclusive product, priced at £2.90 and at 500g, has been launched into Tesco stores in the UK from the end of July.
The Genius Toastie loaf has no artificial preservatives and is also free from wheat and milk. It is designed to offer an alternative to the mainstream white bread loaf.
Dave Shaw, commercial director of Genius, commented: “Genius Toastie takes another step towards bringing gluten-free products in line with those available in mainstream bakery.
He added: “Genius continues to grow at a faster rate than the free-from market, as we expand our portfolio with delicious new gluten-free products to meet multiple requirements and meal occasions.”
The launch will strengthen Genius’ white bread gluten-free range, which makes up almost a third of all gluten-free bread sales in the UK (source: IRI Worldwide MAT to 18 June 2016).
Genius was set up by Lucinda Bruce-Gardyne in 2009 and produces Genius White & Brown 400g loaves for UK supermarkets.
In July, Genius Gluten Free scooped the Ones to Watch award at the 19th annual Sunday Times Virgin Fast Track 100 awards.