Genius Foods gluten-free brand to expand in Australia

Posted by AFN Staff Writers on 9th September 2013

The Genius Foods range of gluten-free products that launched across Australian in June 2013 has been such a success that supermarket group Coles will roll out more products from the range over the next 12 months.

According to Gourmet Gluten Free Bakery, who distribute the Genius brand products in Australia, recent Coles consumer research found that 21 per cent of the supermarket’s customers believed supermarkets did not stock enough gluten-free products, even though many respondents may not have been gluten intolerant or coeliac.

Gourmet Gluten Free Bakery said the rising rates of adults and children with food allergies in Australia could have contributed to the increasing number of consumers seeking gluten-free products, while others might just “feel healthier sticking to a gluten-free diet”.

“We have been amazed with the response from consumers with many products exceeding our expectations,” said Dean Kruger, co-founder of Gourmet Gluten Free Bakery. “Our Facebook page demonstrates the unique benefits of Genius, with many positive remarks about the amazing Genius range. We have many consumers saying Genius is the best gluten-free bread they have ever tasted,” he said.

Gourmet Gluten Free Bakery said the most popular Genius products include its pastry products, including pains au chocolat and croissants, and the original white sliced bread. Other Genius products in the range include ‘crusty white home-bake bloomer’, ‘sliced seeded loaf’, ‘original brown sliced bread’, ‘seeded rolls’, ‘short crust pastry’, ‘fruit loaf’ and pizza bases.

The brainchild of Lucinda Bruce-Gardyne, Genius was started in Edinburgh after Bruce-Gardyne found out her young son had a gluten intolerance. The Genius brand was launched in UK supermarkets in 2009.

Genius products can be found in the health foods’ freezer section of Coles supermarkets across Australia.

Genius Foods to expand its range in Australia