Gluten-free brand Genius is to introduce its bread to the mainstream bread aisle of 150 Asda stores across the UK.

The coeliac-friendly loaves, usually sold in the free-from aisles of supermarkets, will be the first to be sold with regular bread products.

This is part of the brand’s new campaign, which aims to show customers that gluten-free bread is still a worthy alternative to traditional bread.

The campaign will also be activated on social media, as the brand wants customers to upload selfies of them with the Genius bread products in the supermarket, with the #ShelfieSelfie.

There will be prizes for the most creative images, which include a weekend in Center Parcs and a basket of Genius products.   

Mairi Laidlow, marketing manager at Genius, said: “The gluten-free market is a high growth category, with more consumers thinking about turning to a gluten-free diet as a lifestyle choice, and Genius Gluten Free is one of the category leaders for gluten-free bread. It is important to make consumers aware of the benefits of gluten-free products and make them as accessible as possible.”

Genius Foods is the leading gluten-free brand in the UK, with a 47.5% share in the free-from bread category, according to the company.