Market Trends

Genius Gluten Free targets French expansion

21-Jul-2014
Last updated on 22-Jul-2014 at 09:22 GMT - By Mike Stones+
Genius is boosting exports to France’s growing gluten-free market
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Gluten-free specialist Genius is stepping up exports to France’s rapidly growing gluten-free market.

Its Genius Gluten Free brand has launched into seven of France’s top hypermarkets, making the firm the first major bakery to supply gluten-free products into the country’s general bakery sector. 

The gluten-free products – including bread, brioche and chocolate muffins – are available in 220 Carrefour hypermarkets, plus some Cora, E Leclerc and Système U stores. A launch into Auchan stores is planned soon.

Freshly baked goods

Sold alongside freshly baked goods in the mainstream bakery section, the gluten-free products have packaging designed specifically for the French market.

Gluten-free sales in France are achieving strong growth, with a compound annual growth rate of more than 11% predicted over the next four years. Sales are predicted to reach nearly £156.6M ($267.3M).

Genius chief executive Roz Cuschieri outlined the potential of the French market. “France has one of the fastest growing gluten-free markets in Europe,” she said. “We see a major opportunity to reach out to an increasing number of consumers considering a gluten-free or gluten-light diet as a positive lifestyle choice.”

This is the first time French retailers have invested so highly in the gluten-free sector, said Cuschieri. “We’re delighted to be leading the way and committed to allowing French consumers to benefit from our innovations in the sector.”

 ‘Innovations in the sector’

Philippe Stretz of Lightbody, Genius’ distribution partner in France, said: “It’s an exciting time for the gluten-free market in France. We have seen strong interest in Genius, which offers a range of quality products that fulfil the needs of consumers perfectly and expect to see a positive response from supermarkets and hypermarkets.”

Genius claims to be the leading brand in free-from bakery in the UK, achieving 46% value growth in the latest 12-week report from research specialist IRI.

Genius founder and product director Lucinda Bruce-Gardyne developed Genius bread after failing to find gluten-free and wheat-free bread suitable for her gluten-intolerant son.

In addition to the UK and French markets, the Edinburgh-based manufacturer supplies ambient and frozen products in Australia, Holland, Spain, United Arab Emirates, UK and USA. Its range includes: gluten-free breads, rolls, crumpets, pancakes, croissants, pain au chocolate, brioche, pies and pastry. 

Related topics: Marketing, Sugar and health, Market Trends, Cereals and bakery preparations