Genius at Sainsbury's

Lucinda Bruce Gardyne's Genius bread (winner of the 2009 FreeFrom Foods Awards Innovation Award) has been the runaway success of the last year, picking up awards like confetti and listings in the major multiples almost as fast.

It is not that the Genius bread is the most wonderful bread that you have ever eaten – although it is very nice bread. It is that it is the first time that anyone has produced a fresh, gluten-free bread which tastes and behaves like a decent loaf of 'normal' bread. You don't need to 'refresh'it, or re-bake it or keep slices in the freezer to keep them fresh. You just buy your loaf, shove it in the bread bin and eat in, make toast of it or make sandwiches with it when you need to. For anyone who has struggled for years to render generations of worthy gluten-free breads edible, this is a miracle of no mean order. Hence its massive success.

For the relaunch of the Sainsbury's Freefrom range Genius has developed sliced loaves and both brown and white rolls - both of which do, in Genius mode, look and taste just like 'proper' slices bread and bread rolls!

The bread costs £2.89 for a 600g loaf, the rolls, which will be part of the second leg of the launch in February, will be around £2.40 for a pack of 4.

Nota Bene
25% launch discount on all products for 2 weeks from 25th January.

www.sainsburys.co.uk/freefrom

More new freefrom products

Back to freefrom foods home

Top of page