Genius to focus on branded lines

Genius to focus on branded lines

UK-based gluten-free supplier Genius Foods has announced plans to "end the existing supply of all non-Genius branded lines" by June

A Genius spokesperson told just-food the company is "simplifying its activities to enable it to focus on developing a stronger branded business".

The spokesperson said: "As a consequence, Genius will streamline its existing product range to enable an increased focus on improving quality and building the Genius brand. Genius is liaising directly with each of its customers to discuss the changes in more detail."

However, the spokesperson declined to comment on local media reports the move would lead to 78 redundancies at its factory in Hull, in north-east England. The Hull Daily Mail quoted a source at the factory as saying a "consultation process has now begun and staff have been asked to come forward for voluntary redundancy, before compulsory redundancies are made".

Earlier this year, Genius joined companies including Warburtons and Mrs Crimble's owner Wessanen to set up a gluten-free industry association in the UK to work on standards and improve consumer confidence.