Mrs Crimble’s, the gluten-free bakery brand owned by Ecotone UK, is launching a delicious new vegan-friendly and gluten-free snack made with oat – the fastest growing product ingredient across packaged grocery.
Mrs Crimble’s Soft Oaty Bakes with Chocolate are portion-controlled, a good source of fibre and offer a low-calorie option at just 155 calories per bake.
Made with gluten-free oats and vegan Belgian chocolate, the unique and tasty soft bakes are ideal for consumers who want a permissible treat that is gluten-free, vegan-friendly and tastes great at any time of the day.
Launching to Tesco in a multi-pack of four bakes ahead of Coeliac Awareness Week (RRP £2.25, 160g), each bake is individually wrapped and has a homemade look and feel.
To bolster the launch, Mrs Crimble’s is supporting Coeliac Awareness Week with a multi-channel digital activation. The campaign, titled #NoFilter, reflects Mrs Crimble’s philosophy that gluten-free is all about real great taste, real benefits and real eating experiences.
Fun and playful digital advertisements will feature across YouTube, Facebook and Instagram tapping into a more youthful tone of voice that links Mrs Crimbles’ products to happy eating occasions. The campaign is set to reach over 5m people.
Coinciding with the advertising campaign, Mrs Crimble’s is enlisting a number of micro-influencers to enjoy a Mrs Crimble’s treat and ‘Eat Like Nobody is Watching’. Building on the #NoFilter concept, the campaign content will highlight the pure joy linked to Mrs Crimble’s gluten-free range, with content shared to an engaged audience of lifestyle and gluten-free eaters.
Vicki Hazel, Mrs Crimble’s brand controller at Ecotone UK, comments:
“Customers are now selecting free-from out of choice to support their lifestyle rather than for medical needs. The Mrs Crimble’s brand speaks to both lifestyle consumers and coeliac sufferers – turning the outdated view of gluten-free food on its head with tasty, high quality bakes that all can enjoy. Our mission is to offer inclusive indulgence, which is why we’re innovating with vegan-friendly ingredients and creating lower calorie options. We’re confident our new Oaty Bakes will have strong appeal for new and existing consumers, fulfilling those mid-morning and mid-afternoon snack occasions.
“Coeliac Awareness Week is always an important time for Mrs Crimble’s to highlight our unique and tasty free-from range. Through our digital campaign we’re encouraging our consumers to stop and really find the pleasure in their Mrs Crimbles’ moment with fun content that engages free-from consumers and the wider community.”
Coeliac Awareness Week will also be supported by instore and online shopper activations for key products in the range such as Mrs Crimble’s Big Choc Macaroons – the number one free-from cake which accounts for 16.4% of all Free-From cake sales.