Friday, July 29, 2011

New gluten-free bread from UK landing in US this week

Genius bread available in Canada (left) and
soon available in the US (right)
 We are really busy right now working on our next news-filled issue. But I had to take a minute - just a minute - to tell you that Genius Bread is supposed to start showing up on stores shelves in the US this week.

What's the big, hold the presses for a minute, deal?

If you've ever had the pleasure of enjoying this bread in the UK, you'll be as excited about this development as you were about the royal wedding.

I only know this because my daughter spent last semester studying abroad in London and could not stop raving about this bread. On top of that, she was able to get it in Starbucks there, where it's used to make a gluten-free sandwich.

The bread, which comes in white and multi-grain, is being distributed by Glutino, a well-known gluten-free brand with a wide distribution system. On its Facebook page, the company says the bread will soon be available in the gluten-free frozen foods sections of Food Lion stores in  the Southeast and Mid-Atlantic. In some places it may take a few weeks for the bread to be available. Other supermarket chains will also begin carrying it soon, Glutino says.

Lucky Canadians are already reporting being able to find it. And some are saying the bread is so good you don't have to toast it, usually a must for gluten-free bread.

 Glutino will be selling it online at once it arrives in the warehouse for those who can't find it locally.

The ready-made gluten-free bread scene has improved dramatically in the past year or so as tasty bread from Udi's and Rudi's hit supermarket and health food shelves. And the addition of Genius bread only makes things better.

Amy Ratner


Anonymous said...

So glad to hear this. I have not had my son try any gluten free bread as of yet because it all looks like cardboard. Thank you for the information.

Scotty said...

My 2 concerns with gf bread is #1 most are made with rice flour and for me, that means I have to really limit how often I can have it and #2 eggs. Can't have them, and its not uncommon to see eggs as an ingredient. But its still a good thing to have more options, it'll help drive down the price eventually.

Amy said...

Hi Scotty,
Following are the ingredients for the Multigrain and White breads by Genius. The multigrain has rice bran, not rice flour. I don't know if that helps you. Both use egg whites -- the ones in the multigrain are dried egg whites. Again I don't know if that helps but I thought it might.

Multi grain
Ingredients: Water, potato starch, canola oil, corn starch, tapioca starch, dried egg whites, rice bran, molasse, cellulose powder, yeast, inverted sugar, sugar, modified cellulose, sugar beet fibre, salt, xanthan gum, calcium sulfate, enzymes.

White Bread
Ingredients: Water, corn starch, brown rice flour, skim milk, tapioca starch, soy margarine (canola oil, modified palm and palm kernel oils, salt, soy lecithin, soy protein), cane sugar, egg whites, flax seed meal, flax seed, sunflower seeds, safflower oil, salt, guar gum, yeast, glucono-delta-lactone, pectin, sodium bicarbonate, sodium alginate, modified cellulose, thiamin, niacin, vitamin B6, riboflavin, iron, calcium

claudine said...

Bread without the toaster??!! Excellent news! I will be keeping my eyes open up here in Canada - where I have yet to see the "genius" appear. We do have terrific Glutino English muffins... which to date have been my fave.

Things have come a VERY long way in the 40 years I've been living on this diet! Bread used to ship from the UK in a round tube... and really tasted of sawdust. We've truly never had it so good!