Genius is introducing a new recipe for its gluten-free bread after coming under increasing pressure from branded and own-label rivals.

The new white and brown loaves have fewer calories and salt per slice than the old one and will have an rsp of £2.90 for 535g.

The original recipe will still be available under the name Genius Original and will cost £2.49 for 400g. Tesco is among the retailers that will stock both recipes but some, including Sainsbury’s, will only carry the new one.

Launched in 2009, Genius enjoyed explosive growth as the pioneer of the gluten-free fresh bread market but has faced growing competition from own-label and Warburtons, which launched a gluten-free range in January 2011.

In the year ending April 2011, sales of Genius doubled year-on-year to £10m but in the past 12 months have grown just 1% to £10.2m [SymphonyIRI 52w/e 14 April 2012]. In comparison, own-label has grown 41% to £3.7m, while Warburtons has grown 318% to £3.1m.

“We have taken notice of consumer feedback to evolve the brand,” said Genius chief executive Roz Cuschieri.

The new bread recipe will be supported by a £2m print and online marketing push.