Genius gluten-free bread guns for mainstream sales

Genius: moving from coellac to household name

Gluten-free bread brand Genius has unveiled a new look as competition heats up in the burgeoning free-from sector.

The business has given its portfolio a bold makeover using colour cues to highlight the various types of bread.

Genius will also be launching a £3m summer campaign called My Perfect Toast, which will include outdoor ads and visits by a Genius VW camper van to city centres and music festivals, as it looks to become a household name in mainstream bakery.

“When we launched four years ago we focused on coeliacs but we and the audience have evolved,” said CEO Roz Cuschieri.

Genius will continue to sell two versions of its core bread: the new recipe it introduced a year ago, which accounts for about 70% of retail sales according Cuschieri, as well as The Original Recipe Loaf.

It faces growing competition, with major US player Boulder Brands to launch here this autumn.