Genius Gluten Free is launching three new products - Seeded Brown Farmhouse Loaf, Plain Bagels and Cinnamon and Raisin Bagels.
The Seeded Brown Farmhouse Loaf (rrp £3) features a blend of linseed, millet seed and golden flaxseed, and is designed to further boost Genius’ pre-packed bread range, for which it currently holds a leading 54% market share (IRI).
In line with the rest of the pre-packed bread range, the loaf boasts low levels of saturated fat and high levels of fibre and no artificial preservatives, to meet growing consumer demand for gluten-free products with a strong nutritional profile.
The launch of Genius’ first ever bagels (rrp £2 for 4) is designed to boost the brand’s breads of the world offering, a sector which the brands said has shown steady growth (+9.2%) in free-from bakery.
The new launches follow the recent relaunch of Genius’ “Animals” advertising campaign which marked the first ever time a gluten-free brand has advertised in UK cinemas.
Genius commercial director David Shaw said: “Genius is growing at almost twice the rate of the category (+32.5%) as we continue to expand our portfolio to provide consumers with more gluten-free options to suit multiple meal occasions. With shoppers buying 15 loaves of Genius bread every minute in GB Grocery in 2015, we’re confident that the new launches will meet this growing demand and drive category growth”.