Genius Foods is hoping to "change the face" of the UK gluten-free bread market after changes to the recipes of its products.
The company said the loaves "boast low levels of saturated fat and high levels of fibre", with some lines also containing omega 3 or iron.
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Genius chief executive Roz Cuschieri said: "Taste remains the number one consideration for purchase within the gluten-free category, however our consumers are increasingly conscious about the nutritional profile of their bread, and we always listen to our customers. We felt there were no products in the market that met both of these demands and, as category-leader; we’re perfectly positioned to pave the way for a new generation of gluten-free bread."
Omega 3 has been added to brown and seeded loaves. The white loaves now contain calcium and iron added to white loaves. Genius said the moves brought the loaves closer to traditional bakery products. The loaves also contain natural preservatives, which the company said meant the products now last up to three days longer.
The low saturated fat, no artificial preservatives and high fibre messages are communicated on pack.
Genius claims to have three of the top five products in the UK's free-from bakery market.
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By GlobalData
