Perfect synergy – a stroke of genius…
Genius Foods was born out of Lucinda Bruce Gardyne’s requirement to provide tasty gluten-free bread for her son who had been diagnosed as gluten intolerant. After failing to find an alternative to the brick-like, vacuum packed offerings on supermarket shelves, Lucinda realised that she had to create something herself. Necessity really was the mother of creation. Lucinda’s children would often come home from school to find 14 different loaves of bread waiting for them to try. She even broke her oven, but in 2009 Genius hit the shelves.
In just 9 years the company has grown from a domestic kitchen enterprise baking bread to global recognition with sales of bagels, rolls, cupcakes, muffins, sausage rolls and lots more across the UK, Europe and the US. It’s an ambition offering the simple philosophy: it has to taste great, it has to be the best quality and, of course, all gluten-free.
Macpac is synonymous with bespoke packaging. They have a 40 year record in design and manufacture of food and non-food packaging. It therefore seemed a perfect match, bakers with a strong creative flair involved in a growing health market collaborating with an innovative packaging designer and supplier.
From 2015 Macpac has been supplying ‘plastic trays’ for one SKU to Genius Foods Limited.
Macpac was not only successful in retaining supply of their existing SKU to Genius but in addition now supplies a further 4 SKU’s to them for a range of bakery products.
Understandably environmental considerations are to the fore and as such all trays are a blend of recycled PET – containing 80% recyclate and all are 100% recyclable in the waste stream.
Gillian Patterson, Technical Category Buyer – Packaging at Genius commented ‘We are delighted with our relationship with Macpac – we have a packaging designer and manufacturer that understands our business, how we fit in our market and our environmental focus – they interpret our brief clearly and precisely and can deliver on time to budget and specification’’.
Raising the standards for bakery packaging
When it comes to bespoke packaging Macpac has, for a long time, been the preferred choice for speciality brands. With a design and manufacturing expertise under one roof the company has made a number of unique and quite distinctive initiatives into the bakery and confectionery markets in terms of specialist machinery, materials technology, unique formings and closures and quite simply breathtakingly first class designs.
All this has given them serious, long term supply positions with various brands in the bakery and confectionery markets as well as with leading multiple and independent retailers.
At Macpac we simplify the whole process from design through to manufacture. Using the latest CAD software we work with customers to develop a pack to meet specific requirements. Our inhouse tooling facilities enable us to produce high quality precision tooling at a competitive price.
Our machine hall of 12 ultra modern thermoformers makes us one of the largest privately owned packaging manufacturers. Size of run is no problem. We can manage short runs of a thousand units in to millions.