Loss-making Genius Foods says a shake-up of its business has put it on the road to ending 2025 in operational profit.
The free-from business has recorded three consecutive years of losses, with a £3.2m operating loss before tax in 2023 following a dip in sales.
But the company says it has reached a turning point after making operational efficiencies, targeted investments, and developing new products.
“This is about doing fewer things better,” said CEO Stephen Hann, who joined the business last year. His appointment followed the acquisition of Genius by Katjes Greenfood in 2022
“Laser-focussed on our UK market, we’re investing over £1m into our UK bakeries, and are building around delivering exceptional, uncompromising gluten-free bakery,” he stated.
The business is currently rolling out a new look designed to promote Genius as a modern, premium bakery brand, and is also boosting its presence in the sweet treats market with NPD.
The first of these was a partnership with confectionery brand Candy Kittens to create co-branded gluten-free, plant-based Rocky Road in April. The launch had taken social media ’by storm, according to Genius, and was followed last month by a collaboration with free-from doughnut brand Borough 22 to roll out limited-edition Rocky Road doughnuts.
“This is a business moving forward, with energy and direction,” said Hann. “We’re not only investing in what makes us great today – but in the R&D and capabilities that will define the future of gluten-free bakery, raising the bar for free from.”
He added that the brand had secured new retail listings and that upcoming NPD would drive further growth.
“Our new branding and strategic direction is about much more than visuals – it’s a signal of intent. We’re here to lead the category again, and everything we do now is focused on that goal.”
The business has also streamlined its operations and improved efficiency, which had helped to boost financial performance, according to Genius chief operations officer Simon Wrench.
“These efforts have already delivered meaningful savings and operational resilience – and we’re confident we will close the 2025 financial year delivering further improved financial strength,” he added.
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