Genius Gluten Free Honey Raisin Biscuit Bakes

Genius Gluten Free has unveiled a soft-bake breakfast biscuit range – which the bakery brand claims is a UK first for the free-from aisle.

Rolling out from mid-February, gluten-free Genius Breakfast Bakes come in packs of five individually wrapped 28g portions and is available in three variants: Cranberry & Oat, Chocolate Chip & Oat, and Honey, Raisin & Oat (£1.99).

Supported by a digital campaign and consumer sampling, the NPD aims to tap the trend for ‘fast and functional’ breakfast options. Consumers were increasingly opting to eat breakfast on the go or at work, said Dave Shaw, Genius commercial director. “We wanted to develop a unique product to meet the demand for this trend.”

Genius Breakfast Bakes arrives after a Harris Interactive poll for The Grocer found 27% of British shoppers regularly sought out groceries free from gluten, lactose, dairy or grain. The biscuit lineup is set to enter a free-from category up 18.9% in value sales, with Genius seeing a 6.1% rise [Nielsen 52 w/e 15 October 2016].