‘Low risk’ from Genius recall despite Facebook outrage

By Laurence Gibbons

- Last updated on GMT

Genius was likely to experience more damage that consumers over its recall, Berriedale-Johnson said
Genius was likely to experience more damage that consumers over its recall, Berriedale-Johnson said

Related tags Gluten-free diet Coeliac disease

There is a “low risk” coeliacs could suffer side-effects from the recent Genius Foods’s product recall despite many consumers voicing their anger and disappointment on social media, a free-from expert has claimed.

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.

Related news

Show more

Related suppliers

3 comments

Damage to coeliacs

Posted by Emily,

Gluten damage to a coeliac's gut takes up to 3 months to heal- even though the 'short term' symptoms of pain, cramps, diarrhoea etc many only last a day or week.

Gluten of up to 80ppm (as happened) is far above the limit of 20ppm which is the legal definition of 'gluten free'- the term printed on the packaging of these contaminated goods.

Report abuse

'Guaranteed'

Posted by h,

I have over 20 years experience of consuming'free from' products, but I never thought that any 'free from' product was 'guaranteed' to be free from whatever the 'free from' referred to. I just don’t know how a manufacturer could totally eliminate the risk of contamination e.g. traces of gluten could be carried in the water or in the air.

That said, the good thing is that someone who is unable to eat gluten, can eat a healty gluten-free diet without having to eat these products, if that is what they choose to do. A lot of people do choose to limit or exclude these products from their diet, and for a variety of reasons e.g. processed food, cost, availability.

Report abuse

Patronising article

Posted by Judith Poser,

Really I am astonished by the tone of this article. Surely people are entitled to feel upset and even outraged when they pay premium prices for food that is supposedly guaranteed to be gluten free. Many people are very sensitive to gluten I certainly am, so if they had several crumpets may well have had a reaction. By using the word 'claiming' you sound as if you do not believe their claims to have been ill which is extremely unsympathetic and patronising. You obviously do not have coeliac disease and can have no comprehension of how awful it is to react to gluten as if it were poison, ie forcefully vomiting all night until you have rid your body of every last bit.

I suppose it is not surprising, given the fact you are writing for a food manufacturing news website that you should take the manufacturers side as opposed to the poor coeliacs who suffered such nasty effects. If it were you however, or one of your family you may well feel very differently.

Report abuse

Follow us

Featured Jobs

View more

Webinars

PRODUCTS & SERVICES