In May 2009 the launch of Genius bread revolutionised the gluten free category. At that time many people avoided gluten, but also avoided the gluten-free medical products! Genius was the first fresh bread and tripled the size of the free-from market. It quickly became brand leader with sales of £10 million in the UK. Five years later it retains this position with almost 50% market share of gluten-free. It has also launched an additional 20 product extensions, is available in mainland Europe, the Middle East and Australia, and has achieved turnover in excess of £50million.