Our Story

Ever wondered about the story behind Genius? Sit back and relax as we tell you a bit about ourselves.

About Lucinda  

Genius Foods was born out of Lucinda’s urgent requirement to provide tasty gluten-free bread for her son, whom had been diagnosed as gluten intolerant. After failing to find an alternative to the brick like, vacuum packed offerings on supermarket shelves, Lucinda realised that she had to create something herself. Necessity really was the mother of creation.

Lucinda’s children would often come home from school to find 14 different loaves of bread waiting for them to try. She even broke her oven, but in 2009 Genius bread hit the shelves.

Our story

Why Genius?

The day we set out to bake a gluten-free loaf that tasted every bit as good as traditional bread, we knew we’d set ourselves quite a challenge.

But our inherent love of food meant we left no loaf tin unturned until we hit on the winning recipe – and so ‘Genius’ seemed like the perfect name to reward all our hard work.

Our motivation was quite simple: we felt everybody deserved to enjoy the pleasure of a delicious bacon sarnie or a hot buttery piece of toast. We all need to feel excited by what’s on our plate - after all, isn’t that what great food is all about?

It hasn’t always been easy to get hold of fresh gluten-free products but we’re proud to say it’s Genius who changed that. Our beloved bread was our first creation but we’ve gone on to make everything from Pains au Chocolat to pies since, and we’re not stopping there.

There are just three simple rules to make it into our ever-growing range: it has to taste great, it has to be the best quality and of course, it has to be gluten-free...