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Gut Lovin' Greatness

What makes us Gut Lovin'?

From a healthier gut to a happier mind, our guts are home to trillions of tiny microbes which could have as much say in our health, mood and wellbeing as our genes do. We know that looking after our guts can make us feel amazing and believe everyone deserves to feel that way. That’s why we’ve made sure that our Gut Lovin’ range is high in fibre, gluten free and baked with Active Cultures. Some of our range even contains extra goodies like prebiotics, the food for the Active Cultures. All this makes our Gut Lovin’ range a delicious place to start your journey to a happier gut. Remember, it’s all about balance and we recommend enjoying as part of healthy, varied diet and healthy lifestyle. Imagine what you could achieve if you showed your gut some love. Pick up a loaf, bun or roll in stores now and release your inner genius.

Why we chose to support Gut Lovin' Greatness?

Genius was born from a dream to create delicious foods for people who couldn’t eat gluten, a mission which is still alive today. Over the years since our founder, Lucinda, baked her first loaf, we've learnt more and been inspired by the power of the gut and just how important it can be for everyone.
We think it’s time to make loving your gut easy for everyone, not just the Gluten Free community. So we've launched a delicious Gut Lovin’ bakery range, bringing you simple swaps which taste great, are always gluten free AND love your gut to help you release your inner genius. We’re not stopping in the UK, around the World consumers are discovering our products and answering the call to give their guts some love.

Active Cultures

What is an active culture?

Active cultures, AKA live cultures or probiotics are live microorganisms. They’re the trillions of good bacteria living in your gut that feed on prebiotics. Each strain plays an important role in protecting us against harmful microorganisms and can also strengthen the immune system. It’s not yet known exactly which probiotics are best as scientists are discovering more about their mighty powers every day, so for now it’s about variety for a chance of improving or restoring gut diversity, after all our guts are all as unique as our personalities.

One thing's for sure, reaching our gut alive is what you’re looking for. All of our Gut Lovin’ recipes contain billions of active cultures, and over life the numbers can naturally reduce, but don’t worry, we do regular tests to make sure there are plenty of active cultures in every Gut Lovin’ slice.

What are bacillus coagulans?

Bacillus coagulans is a natural, vegan strain of active cultures or probiotics. Specifically, if you want to get all science-y with us for a second, they are lactic acid-producing bacteria which are the most commonly found probiotics in fermented foods which has been linked in research to improving abdominal pain and bloating in patients with IBS. (2)(3)

What’s the difference between an active culture, probiotic and prebiotic?

Active cultures AKA live cultures or probiotics are live microorganisms. They’re the trillions of good bacteria living in your gut that feed on prebiotics. They can be naturally found in fermented foods such as sauerkraut, kimchi, and yoghurt. Prebiotics on the other hand, are dietary fibres which feed the probiotic in the gut. You can find prebiotics in a range of fruits, vegetables and even our Joy-full Artisan Loaf. Our delicious Gut Lovin’ Artisan Loaf recipe contains both active cultures and prebiotics, we know, Genius right?!

What’s the difference between Active and Live Cultures?

Absolutely nothing, nada, diddly squat. Active cultures, live cultures or probiotics are all the same, even when you see different products calling them something a little different.

Where do active cultures/bacillus coagulans come from?

Active cultures including bacillus coagulans can be naturally found in most fermented food products including live yoghurt, kefir, kombucha and sauerkraut. They’re also commonly found and grown in natural sources, and that’s just how the ones in our Gut Lovin’ range are developed. More & more probiotic enriched products are hitting the shelf too, so keep an eye out on your next shop for other simple swaps that you could be making. We’ll also be sharing ideas on our social media pages so don’t forget to hit follow over on Instagram and Facebook.

What does Unique IS2 mean?

You like to know what you’re eating? Us too! Thanks for checking out our bright new packaging (we worked super hard on it) & spotting Unique IS2 in the ingredients, bacillus coagulans is the specific strain that is used in all of the Gut Lovin’ range, Unique IS2 is just the brand name.

How should I store my bread to keep the active cultures alive?

Products in the Gut Lovin’ range in the UK are baked with active cultures, many of which will be alive in your gut. Opening the packet will not affect the life of the cultures, and as we always say, for ultimate deliciousness, be sure to eat up within 2 days and store in a cool dry place. If you want to pop it in the freezer, do so before the best before date, that’ll sure help the bread last longer.

Will it affect the life of the bread?

No, the active cultures used in the Gut Lovin’ range are known as non-spoilage bacteria, put simply, they don’t affect the shelf life.

Does it affect the taste/texture of the bread?

No, in fact we’re always working hard to improve our recipes and we think the Gut Lovin’ range is the best thing since Genius sliced bread. All that greatness has gone to our heads!

Are the active cultures artificial?

They’re natural, the active cultures used in the Genius Gut Lovin’ range are not artificial.

Are the active cultures vegan?

You betcha, the active cultures used in the Genius Gut Lovin’ range are completely vegan. Remember to check out the ingredients lists of each of the products to check they’re suitable for your dietary requirements.

Do I need to eat a whole loaf to get a benefit?

Every strain is different & everyone’s gut wellness is too. We always recommend eating a variety of sources of both prebiotics & probiotics. Our Gut Lovin’ range is an easy and tasty place to start.

How many active cultures are in my bread?

All of our gut lovin' recipes contain billions of active cultures, and over life the numbers can naturally reduce, but don’t worry, we do regular tests to make sure there are plenty of active cultures in every Gut Lovin’ serve.

Can I eat too much of it/is it harmful?

As you read this there are trillions of bacteria in your gut already, by eating the Genius Gut Lovin’ range, you’re adding a little extra love and life to the party. Right now there are no official published guidelines on the upper limits of bacillus coagulans consumption. You can enjoy it every which way, every day.

The science is still evolving on probiotics and active cultures, so watch this space.


(1) (M. Ratna Sudha, Kalle M. Arunasree. (2015). Anti-Inflammatory and Immunomodulatory effects on Bacillus Coagulans Unique IS2. International Journal of Probiotics and Prebiotics Vol 10, No 1, pp. 31-36.).

(2) Sudha RM, Bhonagiri S. (2012). Efficacy of Bacillus coagulans strain Unique IS-2 in the treatment of patients with acute diarrhea. Int J Probiotics Prebiotics 7:33–37).

(3) Saneian H, Pourmoghaddas Z, Roohafza H, Gholamrezaei A. (2015). Synbiotic containing Bacillus coagulans and fructo-oligosaccharides for functional abdominal pain in children. Gastroenterol HepatolBed Bench 8:56–65).

What is Gluten?

1. What even is gluten?

Gluten is a protein found in cereals such as wheat, rye and barley. When it's mixed with water gluten forms stretchy, sticky strands, a bit like chewing gum, that bind mixtures together and trap bubbles to form the light and airy consistency of bread and cakes. But, some guts just don’t like it! It can act as an irritant for some people and because it doesn’t provide any essential nutrients it doesn’t contribute to a healthy tum. This means that cooking without gluten requires different ingredients and methods.

2. What does gluten-free actually mean?

When something says it’s 'gluten free' what it mean is it contains less than 20 parts per million (ppm) this is because tests aren't sensitive enough to detect a zero level of gluten. But only foods that have been tested to less than 20 ppm are allowed to be labelled 'gluten-free', which means even those people who have a high sensitivity to gluten are able to enjoy them with confidence. Always read the label, the law says that you must declare if there is gluten in the food.

All Genius foods are gluten free, and we’re also happy to say that all of our products are made without wheat, in bakeries that do not handle any wheat containing ingredients.

3. What foods should I avoid?

You can find gluten in a helluva lot of foods in the supermarket, it’s bonkers! Now be prepared, gluten may even be in some of your favourites. The big 3 offenders wheat, barley and rye are often lurking in bread, pasta, pizza, cakes, biscuits and breakfast cereals. You’ll often find many processed foods, such as soups, sauces and ready meals contain gluten too. Finding every food that contains it would stump Sherlock Holmes! Check out sausages and burgers. Why? Because breadcrumbs can be used to bulk out the meat – sneaky eh! So if you have a gluten intolerance  check the packaging very carefully – your gut will thank you.

4. What foods can I still enjoy?

Lots! Obviously there’s the whole Genius range of mad delicious gluten free breads, rolls, wraps, bagels, pittas and more… The list is rather extensive so why not head on over to the What We Make page for all the gluten free food Genius bake. You’ll also be able to catch a glimpse of the not so subtle packaging.

There are masses of naturally gluten-free foods, like meat, fish, fruit, and vegetables to name but a few. Rice and potatoes in addition to a wide range of grains and pulses including lentils, buckwheat and quinoa (for the more adventurous bunch) are also naturally gluten free. With so many naturally gluten free foods and alternatives to choose from eating gluten free should not feel like a burden. Check out our Gut Lovin’ Recipes for some inspo on good food that’s also gluten free.

Our Products
  1. What makes Genius different to other gluten free products I can buy?

    Our glorious range of freshly made breads and other goodies are baked using high fibre natural ingredients that smell, taste and feel every bit as good as traditional products.  They are bursting with gut lovin’ greatness, try for yourself!

  2. What makes Tiger bread Tiger?

    Oooh now you’re asking us to giveaway one of bakery’s best kept secrets, & sometimes the best things are kept unsaid, don’t you agree? Just know that it’s all natural & brushed by hand onto every single loaf in our bakery, for a delicious artisanal finish.

  3. What is the best way to store them?

    Always store in a cool, dry place in their original packaging, re-sealing them where possible. They’ll taste as fresh as they day you bought them!

  4. Can everything be frozen?

    Want to keep some for later? Pop them in the freezer as soon as possible, and definitely before the expiry date.

  5. Why are Genius products more expensive than products that contain gluten?

    The simple truth is that it costs a heck of a lot more to make a gluten free loaf than it does to make one from wheat. Wheat is a very common crop that’s readily available around the world. Our loaves often have over 20 ingredients to give the taste, texture and nutrition that we all love – and this can cost 2 to 3 times the amount of a gluten packed loaf. There’s a highly technical manufacturing process we use to make our range and that’s also a major factor behind the higher cost of producing gluten free products.

  6. Are your products suitable for a vegetarian diet?

    All are except our Steak Pies, Chicken & Gravy Pies and Sausage Rolls. Looking for a veggie pastry? Try our Roasted Vegetable Quiche, yum!

  7. Are your products suitable for a vegan diet?

This lovely lot are; Plain Wrap, Beetroot Wrap, Pitta Bread, Plain Bagels and Cinnamon & Raisin Bagels.

Please note that our bagels are still produced on a site that handles egg, so these are not suitable for egg allergy sufferers.

Our Icons Explained

Active Cultures

We have a whole section dedicated to this - please take a look here or read our Active Cultures article.

Gut Lovin'

This is our Gut Lovin’ Promise. It’s there to tell you that this product is packed with gut healthy fibre including prebiotics, always gluten free, milk free and use non-GMO ingredients.

Gluten Free

Genius will always be gluten free – take a look at our ‘What is Gluten’ article for more helpful information.

High in Fibre

Fibre is known to improve gut health by supporting your gut health, bowel health and your microbiota. It does this by promoting movement through your digestive system, increasing stool bulk and by encouraging the beneficial bacteria in your gut. We pack lots of our products with at least 6g of fibre per 100g of product which means they are fabulously high in fibre.


This icon means that your product is bursting with prebiotic fibre which is a special form of dietary fibre that acts as a food source for the good bacteria in your gut. Our prebiotic fibre is chicory root inulin, which is naturally occurring and contributes to normal gut function through more frequent bowel movements. We also bake with psyllium husk, seeds and bamboo fibre.

Milk Free

Many of our yummy products are milk free which means we don’t use milk as an ingredient, or any ingredients derived from milk.

No Added Sugar

This icon speaks for itself. Seeing this means you can be sure that your gluten free food contains natural sugars only.

No Artificial Preservatives

We don’t use any artificial preservatives to make our products last longer.

Supports a Healthy Immune System

All our bread and rolls with this icon are a source of Iron. Iron contributes to the normal function of the immune system.

Vitamins & Minerals

We want to ensure that our gluten free breads are every bit as nutritious as wholegrain wheat breads and so when you see this icon, you know that our bread and rolls are enriched with a source of Calcium, Niacin, Iron, Riboflavin, Thiamine and Folic Acid.


Some of our range is vegan friendly and contain only plant based ingredients (such as vegetables, grains, and fruits).


All Genius product are made with non-GMO ingredients.

Good for the Gut

Our Good for the Gut icon means we pack these products with gut healthy fibre including prebiotics and we ensure they are always free of gluten, milk and GMO ingredients. And of course, always delicious!

Low in Sat Fat

Products low in saturated fat have 1.5g of saturates or less per 100g of product so where you see this icon it means that your product is healthily low in sat fats.

Source of Omega 3

Omega-3 fatty acids are fats that play several important roles in your body. We use flaxseed to provide omega 3 fatty acids and protein, fibre, it’s also a rich source of some vitamins and minerals.

Fodmap Friendly

The FODMAP Friendly logo is clear and easily recognisable. It indicates that a product has been tested to have appropriate levels of all the different types of FODMAPs (fructose, fructans, galacto-oligosaccharides, sorbitol, mannitol and lactose).

Our Ingredients

The ingredients we bake with are the real magic behind their great taste and the reason they keep your gut healthy and happy.

We put a lot of time and care into selecting the ingredients in each new gluten free recipe we create. This is how we ensure that everything, from our soft bread & rolls to our lovely pittas and wraps are delicious and gluten free.

  1. Why is gut health important?

Great question, looking after your gut is one of the most important things you can do to improve your overall health & wellbeing. It’s highly personalised but improving your overall gut health is linked to improved mood (90% of serotonin produced in the gut!), nutrient absorption, vitamin production, appetite regulation, immunity, longer life expectancy… the list goes on!

  1. What make Genius foods gut friendly?

Our breads and most of our baked goods are bursting with gut healthy fibre including prebiotics. Our Gut Lovin' Greatness range also contain active cultures. To find out more, click here.

  1. What is fibre?

Fibre is a type of carbohydrate that cannot be digested by our bodies' enzymes. It is found in edible plant foods such as cereals, fruits, vegetables, dried peas, nuts, lentils and grains. Our delicious products are developed to be high in fibre because of the fantastic array of plant-based ingredients in our recipes including psyllium husk, seeds (including ground flaxseed) and bamboo fibre, to name a few.

There is a lot to say on this so please do take a look at our fibre articles for more information.

  1. What's a prebiotic then, and how is it different to a probiotic?

Prebiotics are a special form of dietary fibre that act as a fertiliser for the good bacteria in your gut. Probiotics are the beneficial live bacteria found in your gut & in certain foods and supplements such as kefir, kombucha, kimchi, sauerkraut. Put simply, probiotics are the beneficial bacteria, prebiotics feed the good gut bacteria, helping your gut thrive! (prebiotics are not alive and so are unharmed by baking).

Some Genius bakery items contain chicory root inulin, a naturally occurring prebiotic fibre that contributes to normal gut function through more frequent bowel movements (put simply, it helps you go a bit more often, which is a very good thing!).

  1. Do Genius products contain GMO ingredients?

Nope! All Genius foods are made with ingredients that are free from GMO.

  1. What is Genius' position on palm oil?

Some recipes in our range contain palm oil. However, we are committed to using palm oil from sustainable sources. We also extend this policy to ingredients in our recipes that are derived from palm oil.

  1. What is the vegetable oil used in Genius gluten free foods?

Our breads are made using rapeseed oil – naturally low in saturated fat!

If you want to chat about our ingredients or anything else really, please do get in touch.


1. Do Genius foods contain wheat?

Nope! All of our Genius products are made without wheat.

2. Do Genius foods contain yeast?

Some of our products do contain gluten free yeast, but it will always be clear on the ingredient list. The yeast’s job is to convert sugar into carbon dioxide which bubbles through the mixture helping the bread to rise and create a wonderful, fluffy loaf.

3. Do Genius foods contain egg?

Yes, some do, so best to check the ingredient list. As with lots of baking, eggs help things set, this helps give Genius bread the texture and crumb that we all love.

4. Does Genius bread contain dairy?

Most of our breads and rolls are free from dairy. However, there are a small number of products that do contain dairy in their recipe. Check out our product pages for more info.

5. What's the difference between dairy free and egg free?

Dairy is food we get from a cow; milk, cheese, butter, yogurt etc. (not beef, of course). Eggs aren’t considered dairy or a derivative of dairy.

6. Are Genius foods nut free?

All Genius foods - apart from our Breakfast Bakes - are made on sites that do not handle nuts. However, some of our ingredient suppliers are unable to guarantee that their sites are nut free.

Pharmacy Products

Our much loved high fibre white, brown and 5 seeded breads are available on prescription, they come in a hearty box of six and are perfectly sliced and ready for your favourite sandwich fillings. For more information about the products take a look here.


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