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Lucinda Bruce-Gardyne inspirational founder of Genius gluten free foods talks to us about the free from market
- Please introduce your company in no more than 5 words.
“Yummy approach to gluten free.”
2. Why did you enter the free from food market?
“When I found out that one of my children had a severe gluten intolerance, I wanted to create the perfect fresh gluten-free loaf. There’s nothing like the simple pleasure of dunking toast soldiers into a runny boiled egg or tucking into your favourite homemade sandwich. I didn’t want my son to miss out on these things. After spending years in the kitchen working on it, I finally found the perfect recipe which led to the creation of Genius bread. That was back in 2009. Since then, the Genius kitchen has branched out to offer a range of delicious gluten-free products with more wholesome British family favourites on the horizon.”
3. Do you think that the free from market in its entirety is well catered for?
“It is certainly getting much better – with lots of other companies following Genius’ lead in creating free-from food that tastes as least as good as normal food. I think that trend is going to continue as more people choose to adopt a gluten-free diet.”
4. How many different foods do you have in your product range?
“The Genius gluten-free range currently offers a delicious selection of 16 fresh and frozen gluten-free products. A tasty sandwich on Genius bread for lunch, a yummy toasted Genius Tea Cake or a comforting Genius slice of fruit loaf, there’ll always be a Genius product for any time of the day to rival wheat-based alternatives.”
5. What kind of free from customers can use your products?
“All Genius products are gluten and wheat-free.”
6. Do you have a favourite recipe that that you make using one of your products? If yes what is it?
“Aunt Libby’s Genius Bread and Butter Pudding – This is an adapted version of the best bread and butter pudding I have ever eaten! ”
Serving: Serves six
Preparation time: 20 minutes
Cooking time: 45 minutes
- 3 tbsp raisins
- 1 tbsp mixed peel
- 100ml/3 fl oz rum or brandy
- 55g/2 oz butter, softened
- 7-8 slices of Genius White Gluten Free Bread, thinly sliced and crusts removed
- 300ml/10 fl oz whole milk
- 300ml/10 fl oz double cream
- vanilla pod, split down the middle with a sharp knife
- 3 large eggs
- 140g/4 oz caster sugar
- 2-3 tbsp apricot jam
- 1-2 tsp icing sugar
- Ovenproof dish that holds 1½ litres of liquid, greased with butter
- Soak the raisins and mixed peel in the rum or brandy then preheat the oven to 170°C/325°F/gas mark 3.
- Butter the bread, cut each slice in half on the diagonal and arrange in the ovenproof dish.
- Pour the milk and cream into a pan and bring to boil with the vanilla pod. Whisk the eggs and sugar together then whisk in the hot milk mixture. Scrape the vanilla pod seeds into the milk and discard the pod.
- Sprinkle the soaked raisins, with any remaining rum or brandy and the mixed peel over the bread then pour over the custard.
- Place the dish in a roasting tray on the middle shelf of the oven. Carefully pour water into the tray until it comes halfway up the sides of the ovenproof dish. Gently put the roasting tray into the middle of the oven and bake the pudding for 45 minutes or until lightly set and golden brown.
- Warm the apricot jam, pass through a sieve to remove the fruit and brush liberally over the pudding. Dust with icing sugar and serve.
7. What makes your brand stand out from others in your market places?
“At Genius, we are determined that those who want or need to avoid gluten should not feel that they have to make any compromises with the food that they eat. Behind Genius there’s a passion to produce delicious gluten-free food that tastes every bit as good as everyday foods. We never compromise on quality. The Genius promise is that nothing will be launched that isn’t at least as good as the high-quality gluten-rich equivalent.”
8. Where can customers buy your products?
9. What would you like to say to Foods You Can free from customers?
“Tell us what you think about Genius products. We have a big following on Facebook (www.facebook.com/geniusglutenfree) & Twitter (www.Twitter.com), so sign up and let us know what we are doing well and where we can improve. Our customers have a vital role to play in our product development – so we are always keen to hear any comments that anyone has about Genius.”
10. Where do you see the free from market in 5 years time?
“It is developing fast. I think it is likely that in five years, supermarkets won’t have a special free-from section on one aisle. I suspect that the number of new products will mean that free-from will be integrated with normal products. You are starting to see that happen already with gluten-free bread and I think it will happen with other product categories as well. Labeling on gluten-free foods, for example, is becoming much better and that can only fuel the trend.”