Genius Gluten-Free Bread Set to Land in US and Canada

Remember back in October when the folks behind Genius bread earned the title of “First Gluten-free Product Advertised on (British) Television?”

Maybe you don’t. That’s OK. October was a long time ago.

At the time, I lamented my unfamiliarity with Genius’ gluten-free bread. How could I know whether or not to be happy about the commercial without knowing whether or not the bread was any good?

It seems as though my secret wish has come true.

No, not the wish where the Genius team flies me to England to eat sandwiches all day and run some tests on how the bread holds up to a good ol’ American-style grilled cheese (hint hint).

According to, Genius has found a gluten-free licensing partner on this side of the Atlantic and will be making its American debut next month. They hope to double their sales – currently £20 million/year – with the move.

Clearly an ambitious goal, but maybe not out of the question. The bread’s only been around for 2 years, and its already shown quite impressive numbers. Genius has contracts with every major supermarket in the UK, including Tesco, Sainsbury’s, Morrisons and Waitrose.

What’s more, they’ve found a powerful partner: Glutino Food Group. Because Glutino already distributes to Safeway, Target, Walmart and Whole Foods Market in the US and Canada, Genius is poised to enter the market in a big way.

Perhaps most exciting: in the UK, Genius supplies Starbucks with gluten-free sandwiches. Could a similar deal happen here (once again: hint, hint)?

Have you had a chance to try Genius’ gluten-free bread? If so, what did you think?

16 thoughts on “Genius Gluten-Free Bread Set to Land in US and Canada”

  1. I was recently in the UK and amazed by the difference of their gluten free range. Telling this product from wheat bread is near impossible.
    Get ready to say hello to sandwiches again!

  2. It would be great to once again have bread that was like wheat bread! Is this bread good straight out of the bag or does it need microwaving to have an ideal texture?

  3. Sheri, Straight from the bag it was great. It does not that slimey after taste that some bread has either. No idea how they did it, just glad they did :)

  4. I have 2 apps on my Iphone 1 is called Gluten Free Dining out with list of restaurants and menu items that GF. the other is called “Is that Gluten Free” you key in the product and it tells you if it is on the GF list. My daughter has a BLackberry App that she can scan the bar code and it tells her if it is gluten free. Just FYI

  5. I just came back from London and was able to try the bread there – it was wonderful! It’s soft and light, not like American bread at all. I can’t tell you how thrilled I am that I’ll be able to buy it here!!

  6. Funny I should read this today! I just arrived back in England a few hours ago. I live in the US but am from the UK originally. The one thing I always ask my family to have in the house when I get back is Genius Bread. Today they had a new variety – seeded! Gosh – it is soooo tasty. I was just lamenting about how I can’t get it inthe US and how many loaves I could fit in my suitcase – and now, not only did tasting this bread make my day, but reading that it’ll be in the US soon is just the perfect finish!!Thanks for the update.

  7. super excited to read it will be available in the states as i will be there for 6 weeks next month and am pregnant and the only thing keeping my morning sickness at bay is slices and slices of toasted genius bread and butter! it is soooo good! there is literally nothing that is even half as good and nothing that is as handy since it’s ready made! love love love it- cannot say enough good things about this phenomenal product!

  8. Really excited to try this bread! Does anyone know what the Canadian cost will be? That’s the part that scares me…I already pay $7.99 for store bought bread.

  9. It’s amazing! Whenever I go back to the UK, I always return with a loaf (or 2!) of Genius bread. The texture and test are fabulous. It’s the only storebought GF bread I’ve tried that I will actually eat without toasting. Plus, it comes fresh (not frozen) and has a much longer shelf life than rice bread. So excited about this news!

  10. I was in Scotland last month and was served a sandwich on the Genius bread. It was so good that I called the waitress back to ask if they were sure they had done the gluten free bread and she brought out the bag so I could read it. Oh my goodness it was so good! I am going to track down where they are selling it my part of the world and eat it all the time!

  11. Just arrived back from England, where I left my daughter who has Celiac’s. We were both blown away by the Gluten free products that are available there. Not only is the variety amazing, but the price is amazing. In the states Gluten-free food is so very expensive. That is one of my pet peeves that it cost so much more. You don’t find that in England. My daughter loves the Genius bread. It has been years since she has been able to have a good tasting sandwich with fresh bread…and not have to toast it to make it palatable. Any update on having it here in the states and cost?

  12. I have just returned from London where I discovered Genius gluten-free breads.
    They are by far the best gluten-free breads I have ever eaten during the many
    years I have been on the GF diet. The range of GF products in the UK puts ours
    to shame. We need to get with it and provide some tasty GF products here in
    the US.

  13. Hi there,
    I do the PR for Genius bread in the UK. Genius bread is sold in North America. It is called Genius by Glutino and is available frozen in all good stores.

  14. Please can anyone tell me if this bread us available here in the U.S. now, I buy it when I’m home in England, the best gf bread ever? Thank you. I would like a specific store location, or online?

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