Genius shortcrust pastry

Gluten-free brand Genius has ramped up distribution securing its first frozen listings with Tesco and Morrisons.

From this week, the brand’s chicken and steak pies and short crust pastry is being rolled into both retailers nationwide, while Morrisons will also stock Genius’ apple pie and puff pastry.

The listings marked the brand’s debut in the retailers’ freezers, said commercial director David Shaw, and would help boost penetration in the frozen free-from category.

Tesco already stocks 15 ambient Genius products, with Morrisons selling seven.