Genius hits on the formula for making gluten-free croissants

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Free-from bakery Genius has launched pain au chocolats and croissants - two of the hardest products to make gluten-free.

The company will be rolling out the new lines to 800 Tesco stores next week, in packs of two croissants for £2.10 and two pain au chocolates for £2.70, taking the number of lines in the Genius range to 22.

“To make a regular croissant you need very fine wheat flour and there is no direct substitute for this, so it is not an easy thing to do,” said Free-From Food Awards organiser Michelle Berriedale Johnson.

News of the croissant launch came as Tesco delisted Genius’s frozen products, replacing them with lines from rival supplier DS-Gluten Free.

“We are incredibly proud to have secured the primary frozen gluten-free positioning in Tesco,” said DS-Gluten Free retail brand manager Emma Herring.

It is yet another blow for Genius, which has felt increasing pressure from branded and own-label rivals, particularly on its fresh bread lines.

This week it was announced that John Dunsmore, former CEO of Scottish & Newcastle and C&C Group, had joined the Genius board as non-executive director.

Readers' comments (2)

  • To date i have not found any bread to rival Genius seeded bread.

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  • None of the major supermarkets - Tesco, Sainsburys, Asda, Waitrose - seem to stock Gluten-Free Croissants, Chocolate Croissants or Pain Au Chocolat. I have visited every branch within 20 miles of Newcastle and none has them stock them. It is not just a question of being out of stock: they never have them as part of their range in the first place.

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