Genius was forced to recall a number of its free-from products after they were found to contain gluten and has since been slammed on its Facebook page by consumers claiming to feel ‘unwell’.
But, free-from expert Michelle Berriedale-Johnson told FoodManufacture.co.uk although it was “disappointing” Genius has failed to deliver on its promise, the contamination levels were way below the 20 parts per million (ppm) level for gluten-free declaration.
“It is always disappointing when a ‘free-from’ company fails to deliver on what it promises and it is reasonable for the consumer to be both concerned and upset by this,” she said.
‘Very low contamination’
“But, the contamination levels were very low – well under 200ppm [the previous declaration level], and the company issued an immediate warning and product withdrawal so the risk to coeliacs was actually quite low.”
Genius was likely to come out of the incident much worse off that any consumer, she claimed.
Facebook fury
Junior Sal: “If your factory is supposed to be a dedicated gluten-free factory, then why are we paying a premium for food that clearly hasn’t been manufactured in such a place? Very disappointed.”
Camilla Lopez: “This explains the ‘flu’ that I had that didn’t affect anyone else in my household and also how I have been looking and feeling exhausted, which has now resulted in me losing out on some work but most of all my health.”
Louise Rogers: “This explains why I’ve been so ill and off work for the past week. I ate the crumpets and have been suffering ever since.”
Julie Neish: “My daughter ate these crumpets for breakfast on Sunday and has spent the last two days being sick. This can be so serious.”
“Coeliac consumers should understand that however distressing a contamination issue and product withdrawal may be for them,” she added. “It is infinitely more damaging for the company concerned both in reputational and financial terms.”
Consumers could be sure that whatever systems failed in this case, would now be thoroughly overhauled to ensure that no such thing happens again, Berriedale-Johnson said.
The maximum limit of gluten in gluten-free products was reduced from 200ppm in light of evidence suggesting it needed to be lower in 2009.
The Genius products, to Berriedale-Johnson’s understanding, tested between 5ppm and 80ppm, and as some were over 20ppm, they were all recalled.
80ppm is considered 'very low gluten' and suitable for most with coeliac disease, but not all, she added.
Genius said the products affected contained a “very low level of gluten” and by industry standards were considered to be of “very low risk” to gluten-intolerant customers.
“We have responded immediately by implementing a full recall for affected products,” a Genius spokesman told this site.
Own-label products
In addition to making Genius products, the Bathgate bakery in Scotland, which Genius acquired in 2013, also makes own-llabel products for UK supermarkets, and also the Livwell brand.
“The same gluten contamination issue has affected all products listed in the Food Standards Agency statements published June 7–10,” he said.
“Similar recall procedures have been put in place in order to ensure the safety of all customers which, as always, remains our first priority.
“Genius takes issues of this nature very seriously. We are working with our internal teams and retail partners to prevent any risk to our customers and prevent reoccurrence.”
Meanwhile, avoiding costly recalls will be one of the subjects under discussion at the Food Manufacture Group’s Food safety conference on September 29.
‘Safer food and drink – from harvest to home’ will investigate ways to ensure food safety from the farm, through manufacture and the supply chain, to products and packaging on sale.
It will also discuss what more the industry can do to reassure consumers about the safety and authenticity of the food they eat.
For more information – including how to book – click here.