UK gluten-free specialist Genius Foods has signed a supply deal for the Dutch market with online retailer Diepvriesmarkt.nl.
The deal, announced today (24 April), is the latest launch for Genius into a European market. In 2011, the firm broke into the US and Canada, and last year partnered with retail giant Carrefour to sell its products in 350 stores across Spain.
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Genius will sell three of its products through Diepvriesmarkt – white sliced bread, sliced seeded bread and seeded rolls. The group’s brown sliced bread is expected to join the Dutch line-up soon, it said.
“Bringing our products to international markets is a major focus for us as we continue to increase our overseas presence,” said chief executive Roz Cuschieri.
“The free-from category in the UK has seen amazing growth, and is now worth over GBP288m (US$440m). The demand for quality gluten-free produce is continuing to grow throughout Europe, and Genius is leading the way at home and abroad. We have ambitious plans for additional international expansion in 2013 and beyond.”
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The company last month acquired two bakeries from Finsbury Food Group in a GBP21m deal. The acquisition, Genius said, will accelerate new product development, give it a market-leading position in the own-brand category and enable the company to react faster to customer demand.
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By GlobalDataGenius said it expects to turn over around GBP50m in 2013.
