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New look for Mrs Crimble’s

Wessanen UK-owned gluten-free brand Mrs Crimble’s has unveiled a new look that will roll out across its product range, starting with its Choc Macaroons this summer.

One in 100 people are currently diagnosed with coeliac disease, according to Coeliac UK, while 13% of the UK’s population currently avoids, or is cutting down on, gluten – the highest proportion in Europe. A further 8% would like to cut out gluten from their diets, and the free from market continues to grow rapidly.

Rebecca Vercoe, Mrs Crimble’s brand controller at Wessanen UK, says, “It can feel very isolating to follow a gluten-free or free from lifestyle, but that shouldn’t be the case. Mrs Crimble’s goal has always been, and continues to be, to make cakes, biscuits, macaroons and nibbles that taste every bit as good, if not better, than gluten-containing alternatives.

“The new face of Mrs Crimble’s will bring greater interest and visibility to the free from aisle with much more fixture standout, and will show the world that gluten-free doesn’t have to mean taste-free.”

Mrs Crimble’s current brand portfolio includes a range of different pack formats, price points and variants to suit both consumer and trade needs. The brand recently became the first of its kind to launch cake bars within the food to go section of convenience outlets – including over 1,500 Tesco Express stores across the UK.

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