Mrs Crimble's expands cult Macaroons range with on-trend caramel flavour

Mrs Crimble’s, the gluten-free bakery brand owned by Ecotone UK, is launching a new pack of six Caramel Macaroons to tap into the ongoing flavour trend in the snacking category.  

Combining the delicious taste of caramel with Mrs Crimble’s signature coconut macaroons, the indulgent new cakes are available now in ASDA stores nationwide, RRP £1.50.

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The perfect treat for Autumn, Mrs Crimble’s Caramel Macaroons have an appealing golden baked appearance with a light and moist texture that will appeal to both existing and new consumers.


The newly-released Caramel Macaroons are the latest successful new product innovation from the popular British brand that has specialised in gluten-free cakes, bakes and nibbles since 1979.


Mrs Crimble’s is a stalwart in the free-from cakes category and holds the largest market share at 41% (Source: IRI data to 10th September 2022).

Caramel and salted caramel are a beloved flavour trends, especially in cakes, and felt like a natural fit for Mrs Crimble’s cult macaroons. The sweetness of the caramel marries perfectly with the coconut base and moist texture of the macaroon, resulting in a truly indulgent and delicious treat for all to enjoy. We’re confident the new product will perform well with consumers looking to cosy up in the colder months and treat themselves to a delicious free-from cake. Gluten-free shoppers shouldn’t have to miss out on the delicious taste of a caramel cake and now they don’t have to.  Bryan Martins, Mrs Crimble’s Marketing & Category Director at Ecotone UK 

On shelf now, the distinctive pack design features the inviting caramel colours together with Mrs Crimble’s recognisable pink hearts and endearing wooden spoon character, who has a growing social media fan base.


The new treats complement the brand’s thriving product portfolio which includes Mrs Crimble’s Big Choc Macaroons - the number one free-from cake which accounts for 18% of all free-from cake sales.


Mrs Crimble’s


Mrs Crimble’s is the UK’s leading gluten-free cake brand and since 1979 has been whipping up cakes, bakes and nibbles for all to enjoy. The brand is best known for its chocolate macaroons and is expanding its range of vegan-friendly cakes – making it even more inclusive. Part of the Ecotone UK family, Mrs Crimble’s creates gloriously gluten-free baked goods using traditional recipes that never compromise on taste, texture or flavour.


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Ecotone UK


Ecotone UK (formerly Wessanen UK) is a natural and organic food company, with pioneering food brands in expanding market segments, including:

·        The UK’s first Fairtrade tea company, Clipper Teas, which makes natural, fair and delicious hot beverages and created the world’s first fully biodegradable, non-GM and unbleached tea bag;

·        Whole Earth, the UK’s no.1 peanut butter brand and manufacturer of natural and organic spreads, cereals and drinks, and

·        Kallø makes market-leading, organic rice, corn and veggie cakes, as well as the UK’s fastest-growing range of stocks and gravies;

·        Mrs Crimble’s, the gloriously gluten-free cake brand that makes delicious baked goods for all to enjoy.


Ecotone UK has been B Corp certified since 2018 and champions its mission, ‘Food for Biodiversity’, through a commitment to protecting the living planet for current and future generations. It is focused on providing food that is good for people and the planet and conducts its business in a sustainable way.

These principles are channelled through its involvement with its subsidiaries, and the brand is accredited by or a member of a range of industry bodies and associations including; B Corp,  Fairtrade Foundation; Soil Association; UK Tea & Infusions Association, and the Organic Trade Board.


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