Genius Foods is to make 115 workers redundant as part of plans to end production of non-branded products.
The gluten-free manufacturer said it was aiming to “simplify” its operation.
“In order to support our market-leading position, we need to simplify and focus on developing and investing in a strong Genius brand,” said Genius chief executive Jeremy Bradley.
“As a result, the company will end production of its non-Genius branded business by the end of the year.”
A formal employee consultation has begun and redundancies are expected to be made by the end of June this year.
“We are committed to doing everything possible to support our employees, especially those who will be directly affected,” added Bradley.
The company said it was committed to fully supporting those affected, helping them find alternative employment. The support package will include the opportunity for voluntary redundancy, outplacement assistance and options for relocation within the organisation.
Kantar Worldpanel recently announced its latest grocery market share figures, which showed more than half of Brits bought a free-from product in the past three months – 3.3 million more shoppers than a year ago.