Gluten-free brand Genius has rebranded as part of a £3m summer marketing spend, to support its aim to become a household name.

It hopes the new look will help move the brand into the mainstream bakery category, as it increases its presence both in the UK and internationally.

Activity will include wide-ranging experiential and digital activity, with a My Perfect Toast campaign forming the centrepiece. Consumers will be encouraged to make their own perfect toast and share their unique flavour combinations online.

A Genius Perfect Toast Van will also visit 10 UK cities adn a variety of festivals this summer, offering free hot buttered toast and jam, as well as discount coupons for nearby supermarkets.

Mari Laidlaw, marketing manager, said: “Our brand evolution work underlines our commitment to continue to lead and develop this exciting category. With an increasing number of consumers opting to avoid gluten, the category is rapidly going mainstream and the rebrand is part of our response to that trend.

“As we constantly expand into new product categories, we need to ensure we appeal to our core customer group, coeliacs and those with intolerances, but which will also entice new customers, particularly those who are buying gluten-free foods for lifestyle reasons.”

As part of the relaunch, Genius’ Original 400 loaf will be renamed The Original Recipe Loaf. The product will also have the front slice removed and be sliced lengthways to demonstrate the premium look and taste of Lucinda’s original recipe.

Two 350g loaves will also be joining the line-up, with more launches expected later in the year.