Mrs Crimble’s, the gluten-free brand owned by Wessanen UK, has unveiled a striking and contemporary brand identity that is set to be rolled out across its entire product range, beginning with its category-leading Choc Macaroons (IRI 52w 25/02/17) this summer.

The new look brings the long-established brand to life in the form of a wooden spoon character, evocative of the brand’s delicious baked treats that are made, not manufactured.

The narrative of Mrs Crimble’s family and friends will be told through a dedicated social and digital campaign set to run throughout the rest of 2017. A gradual packaging roll-out is planned across the brand’s range with a host of new designs.

Rebecca Vercoe, Mrs Crimble’s brand controller at Wessanen, said: “Mrs Crimble’s believes everyone should be able to have their cake and eat it. She doesn’t hold back on enjoyment, and her oven baked macaroons, cakes, biscuits and nibbles are there for all to enjoy. Mrs Crimble’s new brand image taps right into her mission: to make joyfully, gloriously and inclusive gluten-free treats.”

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.

For more information visit or follow @mrscrimbles on Twitter.