Gluten-free producer Genius expands foodservice range

Product details:

Genius, the gluten-free brand developed by former Bibendum chef Lucinda Bryce-Gardyne, has expanded the range of products it offers to the foodservice sector and will also now deliver them direct to outlets. The expanded range now comprises: sliced and unsliced white, brown and seeded bread, pitta bread, naan bread, pancakes, fruit loaf, teacakes and mince pies. The products can be offered to the growing number of customers who are unable to tolerate gluten for health reasons. 

USP:

Genius has more than a 50 per cent share in the Free From category in the retail sector and has won five awards for its quality. It will also cater for outlets of any size, with minimum orders being just one case. 

Cost: Depends on order quantities and specific product. Enquire with Genius for details.

Availability:

Ambient products can be bought direct from Genius Direct by emailing geniusdirect@geniusglutenfree.com , or calling 0845 874 4000. Frozen bread can be ordered through Central Foods by emailing enquiries@centralfoods.co.uk , or calling 01604 878 280.

Why should you buy it?: 

Research by Genius showed that 96 per cent of people with a gluten-intolerance were frustrated by the lack of available foods when they ate out and the gluten-free market will be worth £234m a year by 2014, up from £143m in 2009, according to Datamonitor.  

“Food outlets such as restaurants and hotels are missing out on hundreds of millions of pounds of business by failing to meet the requirements of the coeliac community and others who prefer to avoid eating gluten as a lifestyle choice. We hope that the launch of our extended range will make it easier for the food hospitality industry to cater for the requirements of this significant group of consumers,” said Genius chief executive Roz Cuschieri. 

Other products on the market: 

• For chefs wanting to bake gluten-free items on site, Dr Oetker has developed gluten-free bread and cake mixes .
• Swedish frozen cake producer Almondy has a number of gluten-free desserts within its range.