Mmm…Genius – the UK’s first ever FRESH gluten free bread available from supermarkets was launched nationally into Tesco stores nationwide in May 2009. Working closely with professional chef and product inventor Lucinda Bruce-Gardyne, charteredbrands developed the brand architecture including positioning, naming and design.
“Picking the winners is one of the challenges in what we do” states Angela Pirrie. “We see dozens of new brand ideas every year. Mmm… Genius was special because the product delivered a significant USP against a known market need. It’s of little surprise that within four weeks of launch it has risen to become the fastest selling product line in Tesco’s Free From range.”