Mrs Crimble's broadens customer base

15 March, 2012

Hampshire-based bakery business Mrs Crimble’s has announced plans to maximise on food-to-go and wholesale business opportunities, in addition to targeting international markets, throughout 2012.

The free-from bakery manufacturer told British Baker that its single-wrapped Giant Choc Macaroon product will now be available in Sainsbury’s front-of-store sections as a new listing, sitting alongside takeaway sandwiches, wraps, snacks and drinks.

Jeremy Woods, managing director at Mrs Crimble’s, told British Baker: “We can be found in a number of areas in retail outlets, predominantly free-from fixtures. But moving into food-to-go areas will expand the business further and broaden the appeal of the brand amongst consumers.”

Woods added that the company’s Pancake Mix and Muffin and Sponge Mix will be listed in an additional 600 Tesco stores as of next Monday (19 March), as well as its Choc Chip Muffin Twin Packs that will land on the shelves of an additional 800 of the supermarket chain’s stores.

“Considering the brand started in farm shops, it can now be found in all multiple supermarkets and we’ve also been working with Booker Wholesale since January to supply its UK cash and carry outlets with our plain and chocolate varieties of macaroon products,” said Woods.

Mrs Crimble’s has moved into a number of international locations, including the US and Australia in the past year, and more recently in Canada last October, targeting independents, health food shops and supermarkets.

Woods added: “It’s early days at the moment, but we are constantly developing existing lines and looking at new products we can introduce into the market, which is something that we will be looking to announce throughout the year.”





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