Wessanen adds to Mrs Crimble’s range with Lunchbox Loaf Cakes

Wessanen UK is expanding its Mrs Crimble’s gluten-free cake portfolio with the launch of new Lunchbox Loaf Cakes.

The range is targeted at adults looking for a sweet treat between meals and will go on sale in two flavours: jammy and double chocolate.

At under 130 calories, the double chocolate sponge cakes include chocolate chips and a chocolate flavoured gooey centre, while the jammy cakes feature a raspberry filling.

Bryan Martins, marketing director at Wessanen UK, said: “We believe the key to wellbeing is all about balance, and through the new Mrs Crimble’s Loaf Cakes we can still let consumers enjoy a bit of what they fancy.

“Mrs Crimble’s is focused on making great-tasting, free-from snacks that are accessible to all, and the new Mrs Crimble’s Lunchbox Loaf Cakes fit in perfectly with this.” 

The cakes are individually packed in a box of five, initially going on sale in Tesco stores in the UK with a recommended retail price of £2.50 per 150g. 

The launch is being supported by in-store point of sale as well as digital display ads to drive traffic to the Tesco online shop later in the year.

Wessanen – which owns brands such as Clipper Tea, Kallø and Whole Earth – secured a deal to acquire Mrs Crimble’s 2016.

Last month, Wessanen announced its board had accepted a takeover offer valuing the firm at around €885 million.

The Amsterdam-headquartered company will be bought by a consortium consisting of private equity firm PAI Partners and Charles Jobson, Wessanen’s largest shareholder.

In a statement, the firm said it welcomes the prospect of the longer term stability under the ownership of the consortium, expanding its position in organic foods.