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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

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.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now