Genius unveils new look and half-loaves in brand revamp

Genius Gluten Free has relaunched its brand with support from a £1m marketing campaign and two new products.

Rolling out to UK retailers this month, the two eight-slice Half Loaves comprise the Toastie and Wholesome Five Seeded variants, priced at £1.75 each.

The loaves showcase a new pack design for the brand, which Genius said would help shoppers find the product faster at the free-from fixture.

The move follows Genius announcing in April that it would be ending production of non-branded products to “simplify” its operation and focus on developing its brand. The business announced plans for 115 redundancies at the time, and in August announced the closure of its Hull facility and loss of 68 roles following a drop in production volumes.

Described as the brand’s “best bread yet”, Genius Toastie is a square-cut white loaf, while the Wholesome Five Seeded includes a blend of sunflower, poppy, linseed, millet and flaxseeds.

The revamp has been backed by a £1m marketing campaign, which will launch across digital and social channels from 2 October for eight weeks. The brand said the ads would focus on the key drivers of choice in gluten-free bread: taste, aroma and texture.

“Great taste, texture and aroma remain the top purchase drivers for consumers, so we’ve worked hard to finesse these qualities in our baking process,” said Genius CEO Jeremy Bradley.

“Consumers told us it’s often hard to find Genius in an increasingly noisy free-from fixture, so we have designed new packaging and shelf-ready packaging to help address that concern. The results of our research into these changes were impressive, so we are looking forward to seeing the results in market.”

Earlier this year, Allied Bakeries launched a new Kingsmill Super Toastie loaf designed to revive consumer interest in bread.

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