Mrs Crimble’s, the pioneering gluten-free brand owned by Wessanen UK, has unveiled a contemporary brand identity that is set to be rolled out across its entire product range, beginning with its category-leading Choc Macaroons this summer.

The new look and feel colourfully brings the long-established Mrs Crimble’s brand to life in the form of a wooden spoon character, evocative of the brand’s baked treats that are made, not manufactured.

Mrs Crimble’s creates liberating and life-affirmingly delicious gluten-free baked treats that are suitable for all to enjoy. The bold brand move looks to elevate Mrs Crimble’s reputation for offering grown up and inclusive indulgence, perfect for sharing with friends.

Mrs Crimble’s was created over 30 years ago and is now one of the UK’s biggest cake brands. The beacon brand has garnered a sizeable free-from following, and is looking to grow this community with a consumer-centric brand strategy that focuses on championing glamourous, accessible food and irreverent humour.

The narrative of Mrs Crimble’s family and friends will be told through a dedicated social and digital campaign set to run throughout the rest of 2017, which will look to garner brand fame and an enhanced online following of fans. A gradual packaging roll-out is planned across the brand’s range with a host of new designs.