Genius has collaborated with Chapel Foods for its latest frozen pie launch

Genius has collaborated with Chapel Foods for its latest frozen pie launch

Gluten-free firm Genius Foods has added four new frozen products to its range in the UK.

The new range of frozen products, which includes pies and pastry, was developed in collaboration with Chapel Foods under the new joint brand of "Genius with Denby Dale".

Richard Firth, commercial director of Chapel Foods said: "Over the last few years an increasing number of customers have asked if we can make the same wholesome, rich, traditional pies that have made us famous but gluten-free. The chefs have 'risen' to the challenge and have come up with what believe are the best gluten-free pies around with no compromise."

According to Kantar Worldpanel, the "free-from" category is experiencing value growth of GBP54m (US$89.5m) year-on-year. At present the category is worth almost GBP340m.

The frozen Chicken and Steak Pies will be sold in Asda and will retail at GBP3.69 and Puff and Shortcrust Pastry will retail at GBP2.49.

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Genius Foods, the UK’s gluten-free specialist, has bolstered its position as the leading gluten-free brand in the bakery aisle after launching nine new products in Q1 of 2014. Genius continues to lead free from pre-packed bread with a 47.9% value share and Bakery with a 22.1% share (IRI 52 weeks to 1st March 2014).

The latest figures from IRI show that over a quarter of value in gluten-free bakery, 25.6%, comes from products that were not available to consumers a year ago, and Genius’ latest NPD demonstrates continued category leadership and innovation ahead of the curve.

Genius’ Chief Executive Roz Cuschieri said: “New products which drive quality and range pull new shoppers to the category and grow overall value.”

Kantar Worldpanel shows penetration for free from bakery is in growth at +47% (Kantar Worldpanel 52 weeks to 5th January 2014) as more consumers adopt a gluten free lifestyle.

The new bakery range from Genius includes croissants, pains au chocolat, chocolate-chip brioche and white and brown rolls. They add to a stable which already includes the No 1, 3 and 4 products by value in free from bakery (IRI 12 Weeks Grocery Free From Bakery Value to 1st March 2014).

Cuschieri adds: “Despite an increasingly competitive marketplace, Genius is continuing to lead the way in bread and bakery. We are committed to driving overall category growth and are off to a flying start in 2014. The latest products form part of an ambitious pipeline of NPD for this year.”

The new range also includes four products which move the brand beyond bakery; frozen pies and pastry. The frozen range of pies was developed in collaboration with Chapel Foods under the joint brand of ‘Genius with Denby Dale’.

Richard Firth, Commercial Director of Chapel Foods said: “Over the last few years an increasing number of customers have asked if we can make the same wholesome, rich, traditional pies that have made us famous but Gluten Free. The chefs have 'risen' to the challenge and have come up with what believe are the best Gluten Free pies around with no compromise.”

Total free-from is one of the fastest growing categories in Grocery in percentage terms, growing at +19.3%, which is now worth almost £340m, and is seeing value growth of £54m year-on-year (Kantar Worldpanel Category Tracking Report to 2nd February 2014 vs Kantar Worldpanel Free From to 5th January 2014).

MRRSPs are: Croissants: £1.99, Pains au Chocolat: £1.99, Choc Chip Brioche: £2.14, Brown Rolls: £2.29 and White Rolls: £2.29, Chicken and Steak Pies: (both £3.69) and Puff and Shortcrust Pastry (£2.49).

Original source: Genius Foods