Genius Foods reports delivering its best-ever operational efficiency, supported by targeted investments, strategic execution, and a reinvigorated innovation pipeline. Marking a major turning point in its business journey as it works towards ending 2025 in the black on operating profit.
The transformation follows Genius’ acquisition by Katjes Greenfood in mid-2022 and a strategic overhaul led by new CEO Stephen Hann and COO Simon Wrench. Under new leadership, the business has refocused operations around its core UK market, placing the gluten free consumer firmly at the heart of its brand strategy.
“This is about doing fewer things better,” said Hann. “Laser focussed on our UK market, we’re investing over £1million into our UK bakeries, and are building the business around delivering exceptional, uncompromising gluten free bakery.”
New look, sharper focus
2025 sees the rollout of a full brand refresh, with new packaging now hitting shelves that reflects Genius’ identity as a modern premium bakery brand for the Free From community.
The new brand identity, developed in partnership with creative agency Among Equals, is supported by strategic innovation, including their recent Sweet Treats expansion, a launch which went from concept to launch in just 3 months.
The category first brand collaboration in partnership with Candy Kittens, a gluten free, plant-based Rocky Road that’s taken social media by storm since hitting shelves in April.
Building on the buzz, Genius teamed up with cult Free From doughnut brand Borough 22 to create limited-edition Rocky Road doughnuts in July, driving excitement and visibility amongst the gluten free audience.
“This is a business moving forward, with energy and direction,” said Hann. “We’re not only investing in what makes us great today – but in the R&D and capabilities that will define the future of gluten free bakery, raising the bar for Free From.”
Financial gains and operational strength
According to COO Simon Wrench, the business has delivered significant improvements across operational and financial performance, paving the way for a return to profitability.
“We’ve streamlined our operations and focused hard on efficiency without compromising quality,” said Wrench. “These efforts have already delivered meaningful savings and operational resilience – and we’re confident we will close the 2025 financial year delivering further improved financial strength.”
He added: “With strong momentum, major new contracts, and a renewed pipeline of product innovation, it’s an incredibly exciting time for the business and I am very proud of the speed at which we are progressing in a promising direction.”
Back to growth
Genius’ renewed confidence has already resulted in significant wins, with major retail listings and new product development plans set to fuel further growth.
Hann concluded: “Our new branding and strategic direction is about much more than visuals – it’s a signal of intent. We’re here to lead the category again, and everything we do now is focused on that goal.”
