UK – Wessanen UK has launched new Lunchbox Loaf Cakes, expanding its line of gluten-free cakes under Mrs Crimble’s brand.

The new product comes in two flavors: jammy and double chocolate which aims to offer customers a balanced diet that’s gluten-free while not compromising on the taste.

They are available at Tesco stores in a box of five individually wrapped cakes, 150g retailing at £2.50.

The Double Choc sponge cakes offers less than 130 calories and features chocolate chips and a chocolate-flavoured gooey centre, while the Jammy Loaf Cakes feature a fruity raspberry filling.

“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,” said Bryan Martins, Marketing Director at Wessanen UK.

“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 launch is being supported by in-store POS and digital display ads to drive traffic to the Tesco online shop later in the year.

Mrs Crimble’s will also create a social media marketing campaign and amplify the reach through its existing partnership with influencer Matt Adlard.

Wessanen, headquartered in Amsterdam acquired Mrs Crimble’s back in 2016, giving it a stronghold in the UK’s gluten-free products market including cakes, biscuits, snacks and treats.

The company which Clipper Tea, Kallø and Whole Earth brands recently expanded Kallo range with organic low-salt gravy granules.

Wessanen recently agreed to US$997 million takeover from a consortium to further invest in organic foods.

The consortium comprises of private equity firm PAI Partners and Charles Jobson, Wessanen’s largest shareholder.

Following the transaction, PAI will hold approximately 62% and Charles Jobson approximately 38% in the Consortium.