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Ethical brand ratings and accreditation since 2001

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How ethical is Genius?

Genius is a brand of bread which has a below-benchmark score on The Good Shopping Guide’s Ethical Bread Ratings Table. Although Genius has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Genius if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Ethical Bread sector.

What does Genius do?

Genius is a bread brand which is boosted with fibre and active cultures to promote gut health. It was founded by Lucinda Bruce-Gardyne in 2009. Genius is now owned by Katjes Fassin GmbH + Co. KG.

In which areas does Genius perform poorly?

Genius has no mention of the environment or sustainability on its website, so gets a bottom score for its Environmental Report. Genius also  scores poorly for our Organic and Palm Oil criteria.

Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Genius’ record

We found no past criticisms of Genius.

In which areas does Genius score well for its ethics?

Genius gets a top statement for GM as it has a Non-GMO statement on its website. We found no public record criticisms of Genius relating to Nuclear, Fossil Fuels, Animal Welfare, Political Donations or Armaments so it scores well for these criteria.

How can Genius improve its ethical rating?

The below-benchmark score that Genius is awarded with on The Good Shopping Guide’s Ethical Bread Ratings Table is the result of an evaluation of multiple ethical criteria. To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Genius has some issues to resolve, including its lack of Organic certification and use of Palm Oil. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Genius some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels


  • Palm Oil Free



  • Animal Welfare



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating