Genius feels benefits of own-label manufacturing

By Laurence Gibbons

- Last updated on GMT

Related tags Bread

Manufacturing own-label products alongside its branded free-from bakery items has helped Genius Foods build stronger relationships with retailers, according to the firm’s boss.

Having a close relationship with its retail partners had helped Genius Foods improve consumers’ experience and safeguard food safety at its manufacturing sites, Genius founder Lucinda Bruce-Gardyne told in this exclusive video.

“It really gives an opportunity to develop a very, very close relationship with our customers, to develop the category together, to normalise the shopper experience and to bring our own prospective into how we make that experience better.”

Own-label push

Watch this video filmed at the IGD’s Big Debate conference earlier this month to find out what Bruce-Gardyne has fuelled a “definite push” ​to more own-label.

She also revealed that the firm would continue to focus on expanding its Genius brand in the UK and abroad.

Genius is planning to expand the brand into more overseas markets. This comes after Genius successfully entered the French market​ last year with its range of gluten-free baguettes, brioche bread, croissants and pain au chocolates.

Look out for our second video interview with Bruce-Gardyne on Genius’s innovation.

Related topics Bakery

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