Free-from bakery brand Genius Gluten Free has given itself a makeover – backed by NPD and a £1m investment.
New-look packs are rolling out with “a refreshed, clear and impactful identity for the brand”, featuring a new logo and revised colour palette. They will be supported from Monday (2 October) by an online campaign including three 20-second films focused on “the key drivers of choice in gluten-free bread: taste, aroma, and texture”. The push will run for eight weeks and include a money-back guarantee, a first for Genius.
The brand has also added its first half-loaves, intended as entry-level products to the free-from bread category, and as options for smaller households. Toastie is square-cut white loaf for toasting (240g), while Wholesome Five Seeded features a blend of sunflower, poppy, linseed, millet and flaxseeds (255g). Each contains eight slices (rsp: £1.75).
“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 Jeremy Bradley, Genius CEO.
Consumers often struggled to find Genius products “in an increasingly noisy free-from fixture” he added. “We have designed new packaging and shelf-ready packaging to help address that concern.”
The news comes with take-home value sales of free-from ambient bakery up 15.1% to £120.7m [Kantar Worldpanel 52 w/e 26 February 2017].