Genius feels benefits of own-label manufacturing

By Laurence Gibbons contact

- 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: Business, Food labelling

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1 comment

Balancing Brand & Private Label

Posted by Robert Dale,

This is an interesting point. It's important for banded businesses to find the balance between private label and branded.

Branded products brings the business value and is a key driver in creating a great business for the future. There is no doubt that a branded food business thinks and acts differently and has many different requirements for success.

If you build these relationships in retail with private label, it's must be an important part of your business which offers scale and in return giving bespoke product solutions for retailers which can be an equally rewarding for them.

Once you have set out the available capacity of your plant, then strategically you can decide on the level of private label and branded in line with your strategy. It must be strategic so that the manufacturer and the customer understands what your goals are from the onset.

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