Warburtons’ former commercial director Roz Cuschieri is set to front market-leading gluten-free bread brand Genius, in a move that will pit her against her former employer.

Earlier in October, Warburtons confirmed that it was planning to enter the free-from arena with a range of gluten-free products.

Cuschieri’s departure was announced in June after spending 12 years at Warburtons. She was replaced by two new appointments to the management board – Jason Uttley as commercial development director and Richard Hayes as marketing director.

Genius Foods has meanwhile announced Cuschieri’s appointment as a director, with responsibility for developing the Genius brand in the UK.

Since its launch in May 2009, Genius has quickly established itself as the free-from brand leader, based on sales in supermarket retail and a breakthrough into high-street foodservice outlets via Starbucks. It recently launched a £3m television advertising campaign.

"I am looking forward to being involved with a truly authentic brand, focused on delivering fresh, gluten-free bakery products to the UK marketplace and making a real difference to consumers’ enjoyment of gluten-free foods,” said Cuschieri.