The Genius philosophy is simple. We produce delicious fresh gluten-free food that tastes every bit as good as the high quality food we’ve all become accustomed to.

At Genius we want to normalise the eating experience of those who need to avoid gluten. We aim to do this through the products themselves and also by making them widely available in supermarkets.

Why are we driven by this philosophy?

Because we don’t believe that those on a gluten-free diet should have to compromise. They should be able to buy food that they can enjoy, rather than food that they can tolerate.

Everyone has the right to enjoy what they eat.

Indeed, some might argue that it is even more important that those who have to be careful about what they eat, should be given even better tasting alternatives. So the starting point for all our products is to match high quality normal equivalents.

We’ve started with bread because it’s such a staple food that is enjoyed by people of all ages. It is also an incredibly versatile foodstuff that can be used as an ingredient in a whole range of sweet and savoury dishes, as an accompaniment to many meals and of course the much-loved sandwich makes a meal in itself.

Our Values

At Genius, we are committed to providing the best quality gluten-free food for our customers and we live by our company values. They are central to our brand and our team.

Sincere - we are honest, open and ethical
Pioneering - we are inventive in our drive for results
Vibrant - we are confident, energetic and friendly
Perceptive - we have empathy with our consumers