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    Jefferson Adams
    Jefferson Adams

    By Jefferson Adams •

    Mom Hits Home-run with Gluten-free Bread

    Reviewed and edited by a celiac disease expert.

    Celiac.com 12/10/2009 - A UK mother-turned-entrepreneur is about to notch the one-million loaf sales mark for the gluten-free bread she invented to help her sons’ food allergies.  Launched by Lucinda Bruce-Gardyne in April, Genius bread originally made its debut exclusively at British supermarket giant Tesco, which had just debuted its "Free From" line of products.

    Genius has expanded to other retailers, including Asda and Waitrose, and will make its way into Sainsbury’s in the new year.  Also available in Ireland, Genius is eyeing plans to launch in a number of overseas markets. The bread has "just taken off,” she said.

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    Bruce-Gardyne, who previously worked at top London restaurant Bibendum and has written recipe books for food allergy sufferers, began developing her gluten-free bread three years ago, after finding existing products to be lacking in quality. “They were packed with stabilizers and preservatives,” she said.

    Mom Hits Home-run with Gluten-free BreadWorking from her home kitchen in Edinburgh, Bruce-Gardyne spent several hours a day crafting her recipe for bread that looked and tasted like regular, commercial gluten-containing bread. Her effort was not without its challenges. She was "baking constantly," she says, and “I broke my oven twice because of overuse,” she said.

    She teamed up with United Central Bakeries, a specialty industrial baking company, at an early stage of development, and the company now bakes all the bread sold under the Genius brand. She also has the good fortune to have support from Sir Bill Gammell, the boss of Cairn Energy, who suffers from gluten intolerance. Their children attend the same school, and the two met after Sir Bill sampled the former chef’s bread. He has become keen to help commercialize it.

    To date, the business has attracted investment of between $1.6 million and $3.3m and sales are running at about $4 million.  Genius sells an average 45,000 loaves a week at about $4 each. Bruce-Gardyne is optimistic about the company's future. Genius is looking to diversify: “We have 18 new products coming out including pre-sliced bread, rolls and ciabatta” said Bruce-Gardyne. She is also working on a gluten-free croissant. “Nothing will be launched unless it tastes as good or better than the mainstream alternative."

    Will Genius bread make it to America? Stay tuned…

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    Guest Elaine

    Very interesting - hope her breads do come to America.

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    Guest nora

    Is there wheat starch in it? They often use codex wheat starch in the U.k and Scandinavia especially for bread.

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    Guest Hatlover

    Guest Hatlover

    Posted

    I have eaten this bread and it is indeed "genius"! Quite soft and chewy like wheat bread, not the cakey texture of a lot of gluten-free bread, and it makes especially great toast. There is no wheat in it whatsoever, it uses potato, tapioca and rice flours.

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    Guest Cindy

    As an expat living in the UK, I too have eaten Genius bread which is very good. Since I will be returning to the US soon I am hopeful that it will arrive in America as well. Gluten-free foods in the UK are much more advanced than in the US.

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  • About Me

    Jefferson Adams

    Jefferson Adams is Celiac.com's senior writer and Digital Content Director. He earned his B.A. and M.F.A. at Arizona State University. His articles, essays, poems, stories and book reviews have appeared in numerous magazines, journals, and websites, including North American Project, Antioch Review, Caliban, Mississippi Review, Slate, and more. He is the author of more than 2,500 articles on celiac disease. His university coursework includes studies in science, scientific methodology, biology, anatomy, physiology, medicine, logic, and advanced research. He previously devised health and medical content for Colgate, Dove, Pfizer, Sharecare, Walgreens, and more. Jefferson has spoken about celiac disease to the media, including an appearance on the KQED radio show Forum, and is the editor of numerous books, including "Cereal Killers" by Scott Adams and Ron Hoggan, Ed.D.

    >VIEW ALL ARTICLES BY JEFFERSON ADAMS

     

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