Genius Denby Dale pie

Genius bread and pies are rolling out across more Asda stores

Free-from brand Genius is building up its presence in Asda with new and extended listings.

Asda is increasing the number of stores stocking Genius’ seeded loaf from 40 to 540 later this month, while the brand’s 535g white and 535g brown bread will go into 104 stores and its seeded rolls into 250, compared with the current 46. The retailer is taking Genius shortcrust and puff pastry into 271 stores next week, and its croissant and pain au chocolate into 103 stores and 42 stores respectively on 15 February.

Genius has also partnered with Yorkshire-based pie producer Denby Dale to supply a range of gluten and diary-free frozen pies to Asda from next week. Steak pies will roll out to 115 Asda stores, and chicken pies to 261.

“I am delighted Asda has chosen Genius as a key partner as it extends its gluten-free offering to customers at a time when an increasing number of consumers are choosing to adopt a lower gluten diet,” said Genius CEO Roz Cuschieri.

Asda gluten-free buyer Hannah Thirkill said the retailer was committed to driving overall category growth.

Genius also announced it would be rolling its fruit loaf out to 800 Tesco stores.