Genius Gluten Free is launching three new products – Pitta Breads, Pancakes and Pizza Bases – as part of its latest move to expand into other bakery segments, offering consumers gluten-free alternatives.
The launch of Pitta Breads marks Genius’ first foray into the breads of the world sector, which has performed strongly over the past year in free-from bakery (+15%), while Pancakes boosts its existing morning goods offering and fresh Pizza Bases is an attempt by the brand to tap into the growing demand for gluten-free savoury home cooking options.
The new products follow a heavy year of NPD for Genius in 2014, which saw the introduction of 15 new products, driving penetration in the gluten-free category. The brand also launched English Muffins earlier in 2015.
Genius Chief Executive Roz Cuschieri commented: “With more and more consumers turning to gluten-free or gluten-light diets as a positive lifestyle choice, the free-from category has seen unprecedented growth in the past few years. Genius is growing at almost twice the rate of the category at 43.6%.
“We are constantly striving to develop great tasting, gluten-free products that can be enjoyed at every meal occasion and we are confident these new additions to our portfolio will help us to meet this growing demand.”
Genius currently holds a leading 27.2% MAT value share of free-from bakery in Great Britain, with three of the top five products within the category.
Genius Pitta (rrp £2 for four), Pancakes (rrp £2 for six) and Pizza Bases (rrp £2 for two) roll out this month.
