Mrs Crimble’s innovates with new vegan-friendly Oaty Bakes with Chocolate

Mrs Crimble's innovates with new vegan-friendly Oaty Bakes with Chocolate

Mrs Crimble’s, the gluten-free bakery brand owned by Ecotone UK, is launching a new vegan-friendly and gluten-free snack made with oat – reportedly 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 brand says that its 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 (RRP £2.25, 160g), each bake is individually wrapped and has a homemade look and feel.

To bolster the launch, Mrs Crimble’s supported 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 featured across YouTube, Facebook and Instagram tapping into a more youthful tone of voice that links Mrs Crimbles’ products to happy eating occasions.

Coinciding with the advertising campaign, Mrs Crimble’s enlisted 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 highlighted 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 The Mrs Crimble’s brand speaks to both lifestyle consumers and coeliac sufferers – turning the outdated view of gluten-free food on its head with tasty, high quality bakes that all can enjoy.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.”

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