SINGLE USE ONLY Genius Foods New Best Ever Recipe Breads

Source: Genius Foods Limited

Gluten-free specialist Genius Foods is relaunching its range of sliced loaves with a new recipe billed as its “best ever bread”.

The refreshed formulation has been developed across the brand’s best-selling 430g loaves (rsp £2.75) including Multi Seeded Farmhouse, Soft White Farmhouse, Soft Brown Farmhouse and Soft White Toastie variants.

The updated bread lines will be rolled out on supermarket shelves from this month. A £500,000 advertising campaign is supporting the launch, highlighting Genius’ “quest to bridge the gap between mainstream and gluten free taste and quality”.

The Edinburgh-based business noted that demand for the free-from bakery category continues to grow, with 6.5m shoppers buying into it this year alone, according to Kantar data for the 52 weeks to the 6 August 2023.

“We know that there are millions of consumers who experience negative symptoms from eating gluten, some who are very aware and others who are not,” said Lauren Harber, head of marketing at Genius.

“We’re passionate about increasing awareness of the potential impact gluten can have and creating delicious solutions that ensure everyone can enjoy every food occasion, without having to miss out or compromise on taste and quality.

“Our mantra from the very beginning, 14 years ago as a founding brand in the Free From bakery category, has been single-mindedly focussed on creating deliciously gluten free baked goods. This new recipe has been a true labour of love for our in-house bakers to perfect a delicious and soft loaf across the range,” Harber added.

SINGLE USE ONLY A sandwich made with Genius Multi Seeded Bread

Source: Genius Foods Limited

Genius Foods supplies all major UK supermarkets and several independent grocery retailers with gluten-free bakery products including bread, morning goods, rolls and artisan loaves. The business was acquired in June 2022 by Katjes Greenfood – the investment arm of German confectionery giant Katjes.

In April of this year, Genius secured a £7.5m asset-based loan to expand its presence in the UK, and named former Pepsico Ireland general manager Adam Smart as its new CEO the following month.