In a classic coals to Newcastle deal, Scottish gluten-free business Genius has launched its brioche in France.
The Edinburgh-based brand made its debut in France this month in 220 Carrefour hypermarkets and selected Auchan, Cora and E Leclerc stores.
The brioche is part of a range of UK-manufactured ‘sans gluten’ lines available in France that includes breads, bloomers and muffins. They will be sold in the mainstream bakery section in packaging designed specifically for the French market.
France had one of the fastest-growing gluten-free markets in Europe, said Genius chief executive Roz Cuschieri, adding that it was tipped to grow to £160m by 2018.
“We’re delighted to be leading the way as the first major company to offer gluten-free products in the mainstream bakery space in France,” she said. “We’re confident the launch will pave the way for further sector growth internationally.”
Genius already supplies ambient and frozen products in Australia, The Netherlands, the US, Spain and the United Arab Emirates. It recently received a “significant capital investment” from private equity firm Verlinvest.