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?