Genius targets gluten-free breakfast market

Genius Foods has created two new breakfast bakery products for the gluten-free market.

The Edinburgh-based firm has introduced croissants and pains au chocolat, both sold in packs of two, to its now 22-product range of gluten-free goods, which will go on sale in 800 Tesco stores from this week.  

Roz Cuschieri, chief executive of Genius, said: “June sees the launch of Genius croissants and pains au chocolat in Tesco. These products are incredibly difficult to make gluten-free. Genius has created a fantastic range full of real category firsts from a quality and eat perspective.

“Tesco has recognised this and is launching them in over 800 stores. As we saw with the Genius bread introduction, the brand is at the forefront of innovation and delivering what this growing market is looking for.”

Genius has also confirmed it will be introducing several new gluten-free bakery products throughout the course of 2012. The company’s products account for more than a 50% share in the Free From bread category.

Its product range includes white, brown and seeded breads, frozen pizzas and savoury pies and slices, pastry, lemon and raisin pancakes, naan and pitta breads, fruit loaves and teacakes. Professionally trained chef Lucinda Bruce-Gardyne started to develop recipes for the brand’s products in 2007, after failing to find quality gluten-free and wheat-free bread suitable for her gluten-intolerant son.

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