Genius Foods has struck a deal to supply Asda with a range of its gluten-free bakery products.
The free-from brand already supplies products to Tesco, Sainsbury’s, Morrisons, Waitrose and The Co-operative, and said the new contract completed its “full house” of supermarket customers.
Asda will take on five of its lines: soft brown sandwich loaf, soft white sandwich loaf, triple seeded sandwich loaf, triple seeded soft rolls and lemon & raisin pancakes. They will initially go on sale in 21 of Asda’s largest stores.
Roz Cuschieri, chief executive of Genius Foods, said: “This deal means consumers will be able to find Genius’ award-winning range of products in every major supermarket chain in the UK. It consolidates our position as the most widely available gluten-free food supplier in the country.”
Last month the manufacturer announced its products would be sold in Australia. It also underwent a rebrand earlier this summer, and plans to further extend its product range following following its £21m acquisition of two bakeries - Livwell and United Bakeries - from Finsbury Foods in March this year.
Cuschieri added: “Australian consumers have responded very well to the introduction of Genius products and sales are ahead of expectations.”