Genius Foods, the UK-based gluten-free supplier, has launched a range of breakfast biscuits in its domestic market.

The company is rolling out Genius Breakfast Bakes, its bid to tap into demand for food consumers can eat for breakfast on-the-go.

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Dave Shaw, Genius’ commercial director, said: “Consumers are increasingly opting to eat breakfast on-the-go or at work and we wanted to develop a unique product to meet the demand for this trend.”

Competitors including Nairn’s Oatcakes offer gluten-free breakfast biscuits but Genius said its products were “the first soft bake breakfast biscuit to enter the free-from aisle”.

Genius is launching the biscuits in three flavours – Cranberry & Oat, Chocolate Chip & Oat and Honey, Raisin & Oat. Each line is available in multipacks of five individually wrapped 28g portions. The biscuits, which have a recommended retail price of GBP1.99 (US$2.48), will be launched into “major multiples” from the middle of this month, Genius said.