The UK’s largest gluten-free food company, Genius Foods, has launched across Australia. The move follows the decision of Melbourne-based brand Gourmet Gluten Free Bakery to broker a deal to bring the brand to Australia.

Genius Foods will launch 10 of its gluten-free products in the freezer section of Coles supermarkets throughout Australia. The product line includes a crusty white bloomer, sliced seeded loaf, seeded rolls, white sliced bread, sliced brown bread, short crust pastry, fruit loaf, pizza bases croissant and pain au chocolate.

Genius Foods founder Lucinda Bruce-Gardyne said the move will capture Australia’s burgeoning free-from category.

“With the number of people being diagnosed with Coeliac disease and people choosing to follow a gluten-free diet growing year on year, it’s essential they can easily find tasty products when shopping,” she said.

“Gluten-free food doesn’t have to be tasteless or boring and I am passionate about making gluten-free eating enjoyable and easier, whether you’re at the beach, at a picnic or having a barbecue with your family and friends.”