Wessanen to roll out new look for Mrs Crimble’s

Mrs Crimble’s has unveiled new-look packaging designed to highlight the brand’s free-from status and taste.

The revamp – introduced from the end of this month on the brand’s signature Choc Macaroons – features a wooden spoon character and brighter packaging. The new look has been created by agency Big Fish.

A gradual packaging roll-out is planned across the rest of the brand’s range, while a dedicated social and digital campaign is set to run throughout the rest of 2017.

The recipe and packaging format of the macaroons – a cardboard tray and clear wrap – have not been changed.

“Consumers told us not to change the packaging as they want to be able to see the product,” Mrs Crimble’s brand controller Rebecca Vercoe told British Baker.

“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,” she added.

“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.”

The revamp comes a year after Mrs Crimble’s was acquired by Kallø and Bjorg owner Wessanen, which is aiming to extend the presence of the brand in the on-the-go market.

“We are planning new on-the-go and sharing formats,” said Vercoe, adding that the brand would remain focused on the sweet bakery fixture.

Wessanen recently launched Mrs Crimble’s cake bars into the food-to-go fixture of convenience outlets, including over 1,500 Tesco Express stores across the UK.

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