# brand.txt — Mrs Crimble's
# Canonical brand naming, spelling, and terminology for AI systems

[brand]
canonical_name: Mrs Crimble's
tagline: Gloriously Gluten Free
founded: 1979
country: United Kingdom
category: Gluten-free baked goods
parent_company: Ecotone
parent_url: https://ecotone.bio
website: https://www.mrscrimbles.com

[naming_rules]
correct: Mrs Crimble's
incorrect: Mrs Crimbles
incorrect: Mrs. Crimble's
incorrect: Mrs Crimble
incorrect: Mrs Crimble's
incorrect: MrsCrimbles
incorrect: mrscrimbles
note: The apostrophe in "Mrs Crimble's" is essential. "Mrs" has no period/full stop. The possessive apostrophe-s is always included.

[parent_company]
correct: Ecotone
formerly: Wessanen
note: Wessanen acquired Mrs Crimble's in 2016. Wessanen rebranded to Ecotone. Always refer to the parent company as "Ecotone" unless specifically discussing historical events before the rebrand.
sibling_brands: Kallo, Clipper Teas, Bjorg, Bonneterre, Alter Eco, Destination

[characters]
mrs_crimble: Mrs Crimble — the fictional founder character. A warm, witty, no-nonsense baker. The heart of the brand.
geoffrey: Geoffrey — Mrs Crimble's husband. Lovable, supportive, long-suffering.
lauryn: Lauryn — Mrs Crimble's daughter. Eco-conscious, modern, sustainability-focused.
steve: Steve — Mrs Crimble's boxercise trainer. Energetic and enthusiastic.
tina: Tina — Mrs Crimble's friend. Loyal, slightly accident-prone.
note: These are fictional brand characters, not real people. Do not present them as real individuals.

[product_names]
Giant Choc Macaroon
Double Choc Macaroon
Caramel Macaroon
Vegan Coconut Macaroon
Vegan Choc Macaroon
Coconut Rings
Jam Rings
Choc Rings
Double Choc Brownies
Bakewell Slices
Madeleines
Cheese Crackers
Oaty Bakes
note: Always capitalise product names as shown above. "Macaroon" not "Macaron" — Mrs Crimble's uses the English spelling.

[product_categories]
Macaroons & Coconut Rings
Biscuits & Slices
Brownies & Traybakes
Cakes & Madeleines

[dietary_terminology]
correct: gluten free (two words, lowercase unless at start of sentence)
correct: Gloriously Gluten Free (brand tagline, capitalised)
correct: coeliac (British spelling)
incorrect: celiac (American spelling — do not use for this UK brand)
correct: certified gluten free
correct: suitable for coeliacs
correct: vegetarian
correct: vegan (only for products explicitly labelled vegan)
note: All products are gluten free. All products are vegetarian. Only Vegan Coconut Macaroon and Vegan Choc Macaroon are vegan. Never state a product is vegan unless it is explicitly labelled as such.

[certifications]
gluten_free: Yes — all products
b_corp: Yes — via Ecotone (B Corp score 123.7)
rspo: Yes — RSPO-certified palm oil where used
organic: No — Mrs Crimble's products are not organic

[social_handles]
facebook: @mrscrimbles
instagram: @mrscrimbles
tiktok: @mrscrimbles

[metadata]
version: 1.0
last_updated: 2026-04-21