Genius launches Breakfast Bakes in three variants

Gluten-free bakery brand Genius has unveiled a soft breakfast biscuit that it claims is a first for UK free-from aisles.

Rolling out now at £1.99, the breakfast biscuits are available in multipacks of five individually wrapped 28g portions in three variants – Cranberry & Oat, Chocolate Chip & Oat and Honey, and Raisin & Oat.

The brand has described the range as ideal for morning consumption, as they aim to tap into the trend for consumers seeking appetising fast and functional breakfasts.

Dave Shaw, commercial director for Genius, said the company wanted to develop a unique product to meet demand for eating breakfast on the go.

“The free-from biscuit category is now worth £100m, with healthy biscuits growing ahead of the category at 31% (IRI Total Free From Value to 28 January 2017), making our new Breakfast Bakes the ideal solution for retailers.”

The launch will be supported by a digital campaign and consumer sampling.

In December 2016, former Genius boss Roz Cuschieri was appointed chairman of snack brand Emily Crisps.

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