The bakery products and ingredients wholesaler will initially distribute Genius’ products from its North Western base in Preston to high street retailers.
Genius’ new foodservice range includes breads and confectionery under Bako’s Own Label brand, and savoury products from the gluten-free bakery business. Products will be individually wrapped and can be baked within their packaging.
Nicola Wood, marketing executive for Bako North Western, said: “Our traditional customers are conveniently based to stock these products, allowing gluten-intolerant consumers to drop in and buy a pasty or a muffin for their breakfast or lunch.”
Genius announced its plans to target the foodservice sector last month and has created a line of sweet and savoury goods in response to research, which revealed 96% of individuals with a gluten intolerance were frustrated at the lack of suitable foods when eating out.
Roz Cuschieri, chief executive of Genius, said: “Food outlets such as restaurants and hotels are missing out on hundreds of millions of pounds of business by failing to meet the requirements of the coeliac community and others who prefer to avoid eating gluten as a lifestyle choice.
“We hope that the launch of our extended range will make it easier for the food hospitality industry to cater for the requirements of this significant group of consumers.”