Free-From bakery category leader Genius Gluten Free has unveiled two wraps as part of a new ‘Good for the Gut’ range of six products, with design from London-based B&B studio ( The first products to launch are the Genius Fibre Fest Beetroot Wraps and Genius Fibre Fest Kale Wraps.

In line with the Genius core range, ‘Good for the Gut’ products are 100-percent gluten and dairy free but with the addition of a natural prebiotic to appeal to the gut-conscious consumer. The wraps have three times the amount of fiber of regular wraps.

B&B studio introduced a bold color palette for the new wrap range, delivering a dynamic identity incorporating bespoke graphics and illustrations. Focusing on depth of taste and flavor, the agency created a range of original patterns, including layers of beetroot and swirls of kale leaves. These designs are presented on brightly-colored backgrounds, providing differentiation for the new range and standout on-shelf.

This brand extension incorporates the strong blue hue and instantly recognizable Genius logo, complete with a thought bubble or bitemark to express Genius brand.

By incorporating these familiar brand elements into the identity for the ‘Good for the Gut’ range, B&B studio was able to retain the consistency of the brand whilst enabling more creative freedom across the wider design. Innovative structural packaging solutions ensure that the new products are aesthetically pleasing and convenient. 

Wraps come in a 4-count package and are available in U.K. stores Tesco, Sainsbury’s and Ocado.