Gluten-free brand Mrs Crimble’s is set to launch a duo of mini loaves aimed at the lunchbox market.

The Lunchbox Loaf Cakes come in two flavours – Jammy and Double Chocolate. The latter comprises gluten-free sponge cake with chocolate chips and a chocolate-flavoured gooey centre, while the Jammy variant has a raspberry filling.

Both are sold in boxes of five individually wrapped loaf cakes with an rsp of £2.50 and fewer than 130 calories per cake. They roll into Tesco stores, specifically the free-from aisles, later this week.

“We believe the key to wellbeing is all about balance and, through the new Mrs Crimble’s Loaf Cakes, we can still let consumers enjoy a bit of what they fancy,” said Bryan Martins, marketing director at Wessanen UK, which owns Mrs Crimble’s as well as Clipper Teas, Whole Earth and Kallø.

“Mrs Crimble’s is focused on making great-tasting, free-from snacks that are accessible to all, and the new Mrs Crimble’s Lunchbox Loaf Cakes fit in perfectly with this.”

The launch is being supported by in-store POS and digital display ads to drive traffic to the Tesco online shop later in the year. Mrs Crimble’s will also create a social media marketing campaign and utilise its existing partnership with Topless Baker Matt Adlard.