Northern Ireland-based producer Honest aims to rival gluten-free bread brand Genius with its new fresh loaf.

Waitrose has listed the 400g unsliced brown loaf in 176 of its stores and online grocery retailer Ocado will also sell it later this month.

The gluten- and wheat-free bakery, based in Downpatrick in Co Down, already has an established cake range and launched a range of gluten- and wheat-free biscuits earlier this year.

Director Andrew Watt said: “It’s very difficult to find anything that is gluten-free and tastes like normal food. We’ve spent 18 months trying to perfect the recipe, which looks, tastes and feels like bread.”

The brown loaf has a minimum 10-day shelf-life if kept refrigerated, and also has a lower fat content than its competitors, said Watt.

Honest has now developed and trialled a white loaf, rolls and a seeded loaf, which it aims to launch in the first quarter of next year. “We want to get the brown bread established before we launch any new bread lines,” he said.

“We hope to get these into Waitrose and we’re also talking to other multiple retailers. We think there’s still not much choice for coeliacs and there is definitely demand for new products in the UK.”

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