Genius Foods has signed a deal with a leading supermarket chain in the Middle East, which will see its products sold across the United Arab Emirates (UAE).
The gluten-free bakery manufacturer will initially supply nine Spinney’s stores, as well as four Waitrose supermarkets – operated under licence by Spinney’s in the UAE – with seven products, before extending the offering to 78 additional outlets over the coming months.
Of the first stores to take the products, nine are in Dubai, two are in Abu Dhabi, and two in Al Khaimah. A spokesperson for Genius told British Baker that as the number of stores are extended, it is expected they will be across the UAE in both Spinney’s and Waitrose outlets.
The seven lines to be launched are: a 350g sliced white bread, 350g sliced brown bread, the Genius bloomer, the Genius fruit loaf, blueberry muffins, naan and pitta breads.
Roz Cuschieri, chief executive of Genius, said: “The contract with Spinney’s significantly increases our global footprint at a time when we are strengthening our position as the market leader in gluten-free bakery in the UK, while taking advantage of opportunities overseas.
“We are working in partnership with the leading food retailers around the world to satisfy consumer demand for the best-tasting gluten-free foods.”
Genius’ products are already exported to Australia, Spain, the Netherlands, the US and Canada.