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My two pennth:

Bread is THE staple food for all - including coeliacs and people on gluten free diets.

I was diagnosed as coeliac in 1976, aged nine; a veteran of 'Rite Diet' tinned bread. I have spent half a lifetime hoping to be able to eat 'real' bread once again, enduring a succession of pseudo breads - until I found the holy grail - Genius Bread.

I am very, very disappointed that the recipe has changed.

I realise that 'Genius' is a business; they have to make decisions that will lower their costs and improve their profits - but they also need to make ones that will propagate their business. They have had a meteoric rise. Their accountants and board members have clearly made some good decisions, but it hasn't happened on the back of good marketing and business - it happened because they were producing what no-one had before - bread that tasted like 'real' bread.

Genius would be very unwise to take notice of the poor feedback it's receiving. They have had a meteoric rise. They are facing a spectacular fall.