Genius Gluten Free, the No. 1 bakery brand within Britain’s Free-From category (IRI, August 2017), is relaunching with a pack redesign supported by a heavy-weight £1m marketing investment and the launch of two new Half Loaves.
The two new Half Loaves, Toastie and the Wholesome Five Seeded (rrp £1.75), provide gluten-free shoppers with an entry level price point to the brand and category.
Designed for single-consumption households, Half Loaves appeal to two key consumer groups: those who have to go gluten free for medical reasons and those who choose to for lifestyle reasons. Available now, each loaf contains eight full-sized slices, and should be merchandised vertically alongside the wider Genius range to ensure maximum standout.
Genius Toastie is a square cut white loaf ideal for toasting, while Wholesome Five Seeded includes a blend of sunflower, poppy, linseed, millet and flaxseeds to create the perfect gluten-free farmhouse loaf.
The new pack design delivers a refreshed, clear and impactful identity for the brand: the new logo and bold colour palette improves stand out on shelf, helping shoppers find their product faster at the free-from fixture.
The relaunch will be supported by a £1m marketing investment. The campaign will run from 2 October for eight weeks and will also be supported by a money back guarantee, a first from Genius.
The brand’s best bread yet provides consumers with enhanced taste, texture, and aroma, and follows a significant improvement across the entire baking process at Genius, including improving the consistency of ingredients; investing in equipment; and staff training.
Jeremy Bradley, Genius CEO, said: “Consumers also told us it’s often hard to find Genius in an increasingly noisy free from fixture so we have designed new packaging and shelf ready packaging to help address that concern. The results of our research into these changes were impressive so we are looking forward to seeing the results in market.”