Genius hits on the formula for making gluten-free croissants
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.