Genius Gluten Free is launching the first soft bake breakfast biscuit to enter the free-from aisle – Genius Breakfast Bakes.
Available now, these soft oaty bakes, made with wholegrain gluten-free oats, will be available in three variants – Cranberry & Oat, Chocolate Chip & Oat and Honey, Raisin & Oat.
Ideal for morning consumption, the product taps into the trend for consumers seeking appetising fast and functional breakfast solutions. The launch sees Genius enter the free-from biscuit category, which continues to grow ahead of the overall free-from category (IRI Total Free From Value to 28th January 2017)
Dave Shaw, Genius Commercial Director, said: “Consumers are increasingly opting to eat breakfast on-the-go or at work and we wanted to develop a unique product to meet the demand for this trend. The free-from biscuit category is now worth £100m, with healthy biscuits growing ahead of the category at 31% (IRI Total Free From Value to 28th January 2017), making our new Breakfast Bakes the ideal solution for retailers.”
Supported by a digital campaign and consumer sampling, the products will be available to purchase in multipacks of five (RRP £1.99) or individually wrapped 28g portions.