Free-from bakery brand Mrs Crimble’s has undergone a major packaging revamp, with a “brighter, bolder and more contemporary” look.

MD Jeremy Woods said he wanted the range to convey the enjoyment and fun of having a treat.

“The new logo is made up of a heart incorporating an oven glove – symbolising the love that people have for Mrs Crimble’s products,” he explained.

Customer feedback helped guide the design of the new packaging, said Woods. “Because we genuinely love talking to our customers – whether on the phone, via Facebook or face to face at all the county shows we go to – we have always known that there is a huge amount of love for our products, as well as the brand as a whole. That’s what inspired our new strapline; ‘let’s bake love’.”

The firm has also launched new Cranberry Macaroons to celebrate the new look.

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