Genius Gluten Free has expanded its core bread range with the launch of Genius Toastie – which the brand claims is the UK’s first square-cut gluten-free loaf.

Available now in Tesco, the NPD (rsp: £2.90/500g) is also free from wheat and milk. It follows the launch of the Brown Farmhouse Loaf as Genius strives to retrieve a 6.4% value sales loss of £1.1m on volumes down 5.2% in bagged bread [IRI 52 w/e 27 February 2016].

However, the brand – which has introduced eight new products in the past year – is experiencing a faster rate of growth overall than the free-from market as a whole, with a value sales rise of 19% [IRI 52 w/e 26 March 2016]. The success has been “largely driven by continued product innovation as we expand our portfolio”, said commercial director Dave Shaw.