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Rising to the challenge for Genius Gluten-free


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Rising to the challenge. The perfect blend of Genius

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.

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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.

Development Partnership

Setting Standards in your industry

Macpac is a wholly-owned family business established over 40 years ago. Their roots and independence free of any ties have made the company what it is today. As a well as a personal approach the company offers a seamless end-to-end service from idea to finished product working in development partnership with customers to realise their objectives. This can be for an existing product where enhancing modifications are required  or for a brand new idea. They provide shelf stand-out, well differentiated packaging and pack security solutions across a panoply of industries.

Macpac has successfully and effectively adjusted to the rapidly and accelerating changing trends in packaging – this flexibility has made the manufacturer what it is today – a major force in packaging design.

The company sees itself more as sales engineers and packaging technicians innovating through blue sky thinking

Their engineering and creative/CAD development teams work closely with customers from brief and first concept to on-screen 3D visualisation to prototype to finished product, taking that product into tooling and then introducing to factory production. Their processes allow full visibility, stage by stage.  They offer bespoke and unbeatable low cost tooling and start production runs from 1000 units to millions. It’s a turnkey operation offering cost effective customisation coupled with mind-blowing bespoke ingenuity.

Download the product brochures or visit our website www.macpac.co.uk
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