Genius Products

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About Genius

Genius Foods revolutionised gluten-free bread in the UK when founder Lucinda Bruce-Gardyne launched her first fresh loaves in 2009. When her three-year-old son was diagnosed with severe gluten intolerance, she discovered that gluten-free bread was hard to find and poor quality. Drawing on her unique combination of a Physiology degree and professional chef training at Leiths, she spent three years developing recipes in her Edinburgh kitchen until she perfected a genuinely delicious gluten-free loaf. That determination paid off spectacularly. Tesco immediately saw the potential, and Genius quickly rolled out to 700 stores across the UK. Today, Genius is the UK's leading gluten-free bread brand, having transformed what was once a niche product into a mainstream supermarket staple. The Genius range has expanded well beyond the original white and brown loaves. Products now include seeded breads, soft rolls, crumpets, pancakes, wraps, and bagels, plus gut-health focused products. All are developed to taste as close to their gluten-containing counterparts as possible, addressing the common complaint that free-from products sacrifice taste for dietary compliance. The brand's innovation has earned multiple awards including Most Innovative Product from Coeliac UK, Innovation Awards at the Free-From Food Awards and Bakery Industry Awards. Founder Lucinda Bruce-Gardyne was elected Fellow of the Royal Society of Edinburgh in 2017. Compare Genius prices across Tesco, Sainsbury's, Asda, Morrisons, Waitrose and other UK supermarkets on Grocefully to find the best deals on gluten-free bread and bakery.

FAQs

Grocefully is a smart grocery shopping app that automatically compares prices across all major UK supermarkets (Tesco, ASDA, Sainsbury's, Morrisons, etc.) and helps you buy from the cheapest stores. When you place an order, you authorise Grocefully to act as your purchasing agent — we place orders on your behalf at each supermarket, so you get the best prices without the hassle of managing multiple orders yourself.

Our users save up to 30% on their total grocery bill. For a typical £100 weekly shop, that's up to £30 in savings even after our 5% service fee. The exact amount depends on your shopping habits and the products you buy.

We currently support Tesco, Asda, Sainsburys, Morrisons, Iceland, and Ocado. We're constantly adding new stores and will notify you when more become available. Note: Grocefully is an independent service and is not affiliated with, endorsed by, or a partner of any of these supermarkets.

Grocefully is available wherever the supported supermarkets deliver. Simply enter your postcode when you sign up to check availability in your area.

Our AI scans real-time prices from all supported supermarkets every time you shop. It finds exact matches or suitable alternatives for each item on your list, then automatically selects the cheapest option while considering delivery fees and minimum order requirements.

You can set brand preferences for any item. If you prefer specific brands, Grocefully will only compare prices for those brands. You can also allow substitutions for some items while keeping others fixed.

Grocefully shows you available delivery slots from each store and helps coordinate them. We optimize to get you the most convenient delivery times while maintaining the best prices.

Yes! You can link your loyalty cards from each supermarket and continue earning points on all your purchases. We'll automatically apply any available discounts.

We charge a simple 5% service fee on your total order value. For example, if your groceries cost £100, you'll pay £5 as a service fee. This covers our costs for finding you the best prices, handling multiple orders, and providing customer support.

Our users save up to 30% per shop. Even after the 5% service fee, you're still saving up to 25% on average. For a £100 shop, you could save up to £30 and pay £5 in fees, netting you up to £25 in savings!

The service fee is automatically calculated and shown before you complete your order. It's added to your total, so you only make one payment. No hidden charges or surprises.

Yes! Grocefully is completely free to download and use. You only pay the 5% service fee when you place an order. Browse, compare prices, and create shopping lists as much as you want without any charges.

No hidden fees! You pay the grocery prices (same as shopping directly), the stores' delivery fees (if any), and our 5% service fee. That's it. We believe in complete transparency.

If you're not happy with your savings, contact our support team. We'll review your order and if we didn't save you money (after accounting for our fee), we'll refund the service fee. Your satisfaction is our priority.

Yes, you can modify orders up until the supermarket's cut-off time (usually a few hours before delivery). Any changes are automatically synced across all your orders.

If an item is out of stock, we'll automatically find the next cheapest option from another store or suggest a suitable replacement. You can set preferences for how you want us to handle substitutions.

Since you're purchasing directly from each supermarket (with Grocefully acting as your agent), refunds for grocery items are subject to each supermarket's policies. For issues with groceries, we'll coordinate with the relevant supermarket on your behalf. For our service fee, we offer a money-back guarantee if we didn't save you money.

Our customer support team is here to help resolve any issues. We'll coordinate with the relevant supermarket on your behalf to get the issue resolved as quickly as possible.

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