Skip to content

Our Story

We wouldn’t be here without you, so we thought we’d tell you a little bit about ourselves. Here’s our story.


Lucinda Bruce-Gardyne started the quest to bake the perfect, fresh gluten-free loaf.Lucinda_Kitchen.jpg


April: Genius was born.

April: Launch of Genius White & Brown 400g loaves into UK supermarkets – the first, fresh gluten-free bread available in supermarkets.

May: Award for Innovation at the Foods Matter Free-From Food Awards.

June: Lucinda appears on The Hour on STV.

August: Genius launch on Facebook.

September: Award for Innovation at the Bakery Industry Awards.

October: Award for the Most Innovative Product from Coeliac UK.

December: Genius Brown Bread wins Gold Q Award at the Quality Food Awards 2009 and also Q Award in the Free-From category.



Genius Sliced White Bread 600g2010

January: Launch of Genius White & Brown 600g loaves.

March: Lucinda appears on BBC2’s Working Lunch.

April: Starbucks launch gluten-free sandwiches using Genius bread.

September: Genius bread available on prescription.

September: Launch of Genius Online Shop.

October: Launch of national TV advertising campaign.

November: Lucinda wins Emerging Entrepreneur of the Year Award 2010.



March: Waitrose launch gluten-free sandwiches using Genius bread.

April: Genius expands into frozen food with the launch of 5 new products: Chicken and Mushroom Pie, Steak and Ale Pie, Cornish Slice and Short-Crust Pastry.

May: Genius expands bakery range with the launch of Seeded Loaf, Seeded Rolls, Teacakes & Fruit Loaf.

May: Launch of Genius by Glutino in the USA & Canada.

November: Launch of the first Genius Christmas product – Mince Pies & the first Genius pizza, Mozzarella Cheese & Tomato.




February: Genius reaches 10,000 fans on Facebook.

March: Genius products go on sale in the Spanish supermarket Carrefour.

May: Launch of the "New Recipe" Genius White and Brown Sliced Bread.

May: Launch of the revamped

June: Launch of 2 new Genius products – Croissant and Pain au Chocolat.

August: The Seeded Loaf wins The Grocer New Product Awards 2012 - Category: Special Diet.

October: Lucinda wins Ernst and Young Emerging Entrepreneur of the Year Award 2012.

December: Lucinda wins the Business category of the Glenfiddich Spirit of Scotland Awards 2012.



February: Genius buys two bakeries growing in staff from 26 to over 350, resulting in new facilities and development opportunities for yummy gluten-free products.

May: Genius launches in Holland via

June: Launch of the Perfect Toast campaign at the Allergy & Free From Show at Olympia

 Coles exclusively launch Genius Gluten Free in Australia

June: The new look Genius takes to the supermarket shelves

June: The Genius bread range expands with the introduction of the Genius Soft Sandwich Bread in a 350g loaf.

July: Launch of the nationwide My Perfect Toast tour and Perfect Toast app 

August: Official sponsor of the 'Bread' category in the Free From Awards 2014

September: The Genius range launches in Tesco Express

October: Launch of Genius Gluten Free Crumpets into ASDA and Sainsburys.

November: The Genius team attend the BBC Good Food Show Winter at the Birmingham NEC.

December: The Genius Gluten Free Facebook page reaches 40,000.

Genius Gluten Free Croissant


The Genius range launches in Spinneys and Waitrose in the United Arab Emirates.

February: Launch of Genius and Denby Dale Pies in Asda as well as Puff Pastry and Shortcrust Pastry.

March: New Choc Chip Brioche, White Rolls and Brown Rolls launch into Tesco as well as the re-launch of Croissant and Pains au Chocolat.

June: Genius Gluten Free launched in France, available to buy in Carrefour, Leclerc, Cora, or Système U.

July: Glasgow 2014 unveils Genius Gluten Free as the Official Provider of Gluten Free Baked Products at the Commonwealth Games.