Genius Foods extends Asda deals

Genius Foods has re-entered the frozen food market with a range of gluten-free pies.

Partnering with Yorkshire-based pie producer Denby Dale, two flavours will be supplied in Asda stores from 1 February.

The Genius with Denby Dale steak & ale pies will go sale on in 115 Asda stores, while the Genius with Denby Dale chicken pies will go into 261 stores.

According to a spokesperson, Genius last offered frozen pies over a year ago, but were de-listed because a relationship ended with the production partner. 

Asda will also stock Genius’ seeded loaf in 540 stores, compared to its current 40 stores, from 15 February. The brand’s 535g white and 535g brown bread will go into 104 stores, and its seeded rolls will go into 250 stores, compared to its limited current availability in 46 stores.

Genius’ shortcrust and puff pastry will go into 271 Asda stores on 1 February, while croissants and pains au chocolat will go into 103 stores and 42 stores respectively on 15 February.

Commenting on the deal, Roz Cuscheriri, chief executive of Genius, said that the new listings “underline the quality” of the product line-up, which continues to go “from strength to strength”.

She added: “I am delighted that Asda has chosen Genius as a key partner as it extends its gluten-free offering to customers at a time when an increasing number of consumers are choosing to adopt a lower-gluten diet.

“Our partnership with Denby Dale extends the Genius brand from the bakery aisle into the freezer – a move that significantly enhances our category offering.”

The gluten-free business also announced that its fruit loaf will now be available in 800 Tesco stores.

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