MRS CRIMBLE'S NEW JAMMY SPONGES LAUNCH INTO TESCO
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The trusted gluten-free bakery brand adds an indulgent new snack to its lineup
Mrs Crimble's, the gloriously gluten-free bakery brand owned by Ecotone UK, is expanding its portfolio with the launch of Gooey Strawberry Jammy Sponges. The golden, individually-wrapped sponges are designed to bring some much-needed joy to the free-from aisle.
Available in Tesco from 27 April (RRP £2.75 for a pack of five), with a Waitrose rollout following on a month later, the new Jammy Sponges bring together an indulgent gooey centre with a deliciously golden sponge.
Making cake more accessible for gluten-free shoppers, the individually-wrapped portions make them ideal for taking on the move or enjoying as a mid-afternoon moment of indulgence.
The new Gooey Strawberry Jammy Sponges come in a bagged pack format featuring the iconic Mrs Crimble’s wooden spoon character and trademark pink colours – designed to maximise shelf presence.
Katie Penn, Mrs Crimble’s Brand Manager at Ecotone UK, says:
“There is something particularly indulgent about having a cake with a delicious gooey centre and strawberry is consistently one of the most popular flavours in the cake category. The individually portioned pack, wrapped for convenience and ideal for on-the-go occasions, is squarely aligned with where snacking demand is heading. We know that our gluten-free shoppers will love this addition to the range and are confident the launch will build incremental sales.”
Founded in 1979, Mrs Crimble's has built a reputation as a trusted brand for crafting gluten-free cakes, bakes and biscuits for all to enjoy.
Today Mrs Crimble’s is part of the Ecotone UK family, which is a B Corp certified food company.
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Editors notes
Ecotone UK is a natural and organic food company, with pioneering food brands in expanding market segments, including:
- The UK’s first Fairtrade tea company, Clipper Teas, which makes natural, fair and delicious hot beverages and created the world’s first fully biodegradable, non-GM and unbleached tea bag;
- Kallø makes market-leading rice, corn, oat and veggie cakes, as well as 100% organic stocks and gravies;
- Mrs Crimble’s, the gloriously gluten-free cake brand that makes delicious baked goods for all to enjoy.
Ecotone UK has been B Corp certified since 2019 and champions its mission, ‘Food for Biodiversity’, through a commitment to protecting the living planet for current and future generations. It is focused on providing food that is good for people and the planet and conducts its business in a sustainable way.
These principles are channelled through its involvement with its subsidiaries, and the brand is accredited by or a member of a range of industry bodies and associations including; B Corp, Fairtrade Foundation and Soil Association.
