Mrs Crimble's boosts its transatlantic listings

15 September, 2010
Page 8 

Free-from bakery brand Mrs Crimble's has been ramping up its listings on both sides of the Atlantic, with new lines in Morrisons and Holland & Barrett, and a major new contract with Whole Foods Market in the US.

Sixteen new lines launched in Morrisons this month, and 250 Holland & Barrett stores will be stocking the brand's Chocolate Macaroons and Jam Coconut Rings from mid-October.

The firm has also gained listings in five of Whole Food's 11 regions in the USA, after exhibiting at the Fancy Food Show in New York last year. Mrs Crimble's MD Jeremy Woods said the Whole Foods contract represented "a major step forward for the brand". The market for free-from has been developing quite rapidly, as it has been in the UK, Woods told British Baker.

He said the deal with Morrisons "completed the picture", as the brand was already in the other major supermarkets. Adding the firm had been seeing real growth with its single-serve items, continuing the consumer trend for snacking on the go, he said: "It has been quite a purple patch this summer."

The firm, which has a turnover of over £10m, already exports to Dubai and, in addition to its new contract in the US, has recently begun exporting to the Nether-lands, Spain and Portugal, "with other markets also expressing interest in our product range". Woods added that the firm had new markets in its sights, but the products had to represent no sacrifice on taste or quality.

"We benchmark all our gluten-free products against the best mainstream alternatives," explained Woods. "With one in five of us regularly buying gluten-free foods, people now see Mrs Crimble's as representing a lifestyle choice not just a brand for those who are gluten-intolerant."





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