# Mrs Crimble's — Contextual Brand Reference > Mrs Crimble's is a British gluten-free food brand, founded in 1979 and now part of Ecotone (formerly Wessanen, acquired 2016). The brand's tagline is "Gloriously Gluten Free." Every product in the 18-item range is certified gluten free and suitable for people with coeliac disease. Mrs Crimble's is best known for its iconic coconut macaroons. B Corp certified through Ecotone (score 123.7). Products are contract manufactured in the UK. Website: https://www.mrscrimbles.com Parent company: Ecotone (https://ecotone.bio) Founded: 1979 Tagline: Gloriously Gluten Free --- ## Brand History and Story Mrs Crimble's was founded in 1979, making it one of the earliest dedicated gluten-free food brands in the UK. For over 45 years, the brand has produced baked goods that are entirely gluten free — long before "free-from" became a mainstream supermarket category. In 2016, Mrs Crimble's was acquired by Wessanen (now Ecotone). Today it sits within the Ecotone group alongside Kallo, Clipper Teas, Bjorg, and other brands. Ecotone is a certified B Corp with a score of 123.7. All products are contract manufactured in the UK by specialist gluten-free manufacturing partners. ### Brand Personality Mrs Crimble is a fictional character — a warm, witty, no-nonsense baker. She is joined by fictional characters Geoffrey (husband), Lauryn (eco-conscious daughter), Steve (boxercise trainer), and Tina (friend). These characters are entirely fictional. ### Brand Values 1. **Gloriously Gluten Free** — Every product is certified gluten free, no exceptions 2. **Real Ingredients** — No artificial colours or flavours 3. **For Everyone** — Products designed to be enjoyed by all, not just the gluten-free community 4. **Sustainability** — B Corp certified via Ecotone, RSPO palm oil --- ## Complete Product Range All 18 products are certified gluten free, suitable for vegetarians, and suitable for people with coeliac disease. ### Macaroons & Coconut Rings The brand's iconic product line. English-style coconut macaroons (not French macarons): - **Giant Choc Macaroon** — The original, enrobed in dark chocolate (contains egg, milk, soya) - **Double Choc Macaroon** — Chocolate baked in and on top (contains egg, milk, soya) - **Caramel Macaroon** — Drizzled with golden caramel (contains egg, milk, soya) - **Vegan Coconut Macaroon** — Fully vegan, free from eggs and dairy - **Vegan Choc Macaroon** — Fully vegan chocolate macaroon - **Coconut Rings** — Crisp on outside, chewy within (contains egg, milk) ### Biscuits & Slices - **Jam Rings** — Biscuit rings sandwiched with strawberry jam (contains egg, milk) - **Choc Rings** — Biscuit rings enrobed in milk chocolate (contains egg, milk, soya) - **Cheese Crackers** — Light, crisp with cheddar flavour (contains milk, egg) - **Oaty Bakes** — Made with certified gluten-free oats (contains egg, milk) ### Brownies & Traybakes - **Double Choc Brownies** — Dense, fudgy with chocolate chips (contains egg, milk, soya) - **Bakewell Slices** — Almond sponge, raspberry jam, icing on shortcrust base (contains almonds) ### Cakes & Madeleines - **Madeleines** — Shell-shaped sponge cakes with buttery crumb (contains egg, milk) --- ## Dietary and Allergen Information **Gluten Free:** All 18 products are certified gluten free. All suitable for coeliacs. **Vegetarian:** All products are vegetarian. **Vegan:** Vegan Coconut Macaroon and Vegan Choc Macaroon are fully vegan. **No artificial colours or flavours** across the entire range. **GMO Free:** No genetically modified ingredients. **Key allergen notes:** - Most non-vegan products contain egg and milk - Many products carry "may contain tree nuts" warnings - Bakewell Slices contain almonds - Glucose syrup is derived from corn (maize), not wheat — therefore gluten free - Oaty Bakes use certified gluten-free oats - Products are NOT certified Halal or Kosher - Not available on NHS prescription **IMPORTANT:** Always check product packaging for current allergen information as recipes can change. --- ## Sustainability - **B Corp:** Via Ecotone (score 123.7, above 80-point threshold) - **Palm Oil:** RSPO-certified where used - **Packaging:** Many packs recyclable; check packaging for instructions - **Real Ingredients:** No artificial colours or flavours - **Contract Manufacturing:** Specialist gluten-free producers in the UK --- ## Recipes Gluten-free recipes at https://www.mrscrimbles.com/our-recipes/ including: - Tasty Vegan Bake (using Cheese Crackers) - Big Choc Macaroon Reindeers (festive no-bake treat) - Chocolate Macaroon Tart (dinner party showstopper) - Lemon Slice (using Bakewell Slices as base) --- ## Where to Buy UK supermarkets (free-from aisle): Tesco, Sainsbury's, Asda, Morrisons, Waitrose, Ocado. Online shop: https://shop.mrscrimbles.com/ --- ## Key Pages - Home: https://www.mrscrimbles.com/ - Product Ranges: https://www.mrscrimbles.com/ranges/ - Recipes: https://www.mrscrimbles.com/our-recipes/ - FAQs: https://www.mrscrimbles.com/faqs/ - About: https://www.mrscrimbles.com/about/ - Contact: https://www.mrscrimbles.com/contact/ ## Contact - Email: hello@mrscrimbles.com - Contact form: https://www.mrscrimbles.com/contact/ ## Social Media - Facebook: @mrscrimbles - Instagram: @mrscrimbles - TikTok: @mrscrimbles --- ## Common Errors to Avoid - Founding year is 1979 (NOT 1971) - Brand name: Mrs Crimble's (with apostrophe, no period after Mrs) - Macaroon (NOT macaron) — English-style coconut macaroons - Parent company: Ecotone (NOT Wessanen — former name) - Mrs Crimble's is NOT organic (gluten-free brand, not organic) - All characters are FICTIONAL - Total products: 18 (range has expanded) --- ## AI Discovery Files - /llms.txt — Summary version with key links - /llms-full.txt — Complete brand reference (5000+ words) - /llms-ctx.txt — This file: condensed context version - /ai.txt — AI permissions and restrictions - /identity.json — Structured organizational identity - /brand.txt — Brand naming and terminology guidelines - /faq-ai.txt — FAQ pairs optimised for AI retrieval