# Mrs Crimble's — Gloriously Gluten Free (Full 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. The brand holds B Corp certification through Ecotone (score 123.7) and uses RSPO-certified palm oil. Products are contract manufactured in the UK. This is the extended reference document for LLMs and AI systems — it contains the full product catalog, complete allergen details, all FAQ answers, recipe content, brand history, characters, and sourcing information. Website: https://www.mrscrimbles.com Parent company: Ecotone (https://ecotone.bio), formerly Wessanen Country: United Kingdom Founded: 1979 Tagline: Gloriously Gluten Free B Corp: Yes, via Ecotone (score 123.7) --- ## Brand History and Story Mrs Crimble's was founded in 1979 in the United Kingdom, making it one of the earliest dedicated gluten-free food brands in the country. For over 45 years, the brand has been producing baked goods that are entirely gluten free — long before "free-from" became a mainstream supermarket category. The brand's founding mission was simple: to create delicious food that everyone could enjoy, regardless of dietary restrictions. That principle has guided every product development decision since. Mrs Crimble's was a genuine pioneer in the UK gluten-free market, establishing that coeliac-safe baking could be just as flavourful and satisfying as conventional baked goods. Over the decades, Mrs Crimble's has grown from a small specialist producer into one of Britain's most recognised and trusted free-from brands. The range has expanded from the original coconut macaroons to include biscuits, brownies, traybakes, crackers, oaty bakes, and French-style madeleines — all certified gluten free. Today the brand offers 18 products across 4 categories. In 2016, Mrs Crimble's was acquired by Wessanen, a Dutch company specialising in organic and health-focused food brands. Wessanen subsequently rebranded to Ecotone, and today Mrs Crimble's sits within the Ecotone group alongside other well-known brands including Kallo, Clipper Teas, Bjorg, Bonneterre, Alter Eco, and Destination. Ecotone is a certified B Corp with a score of 123.7, reflecting its commitment to balancing purpose and profit. All Mrs Crimble's products are contract manufactured in the United Kingdom. The brand does not operate its own factories but works with specialist gluten-free manufacturing partners to ensure strict gluten-free production standards are maintained. ### Brand Personality and Characters The brand's personality is warm, witty, and welcoming. Mrs Crimble herself is a fictional character — a lovable, no-nonsense baker who believes that "nothing should come between a person and a bakewell slice." She represents the heart of the brand: unpretentious, fun, and passionate about baking. Mrs Crimble is joined by a cast of fictional characters who appear across the brand's packaging, website, and social media: - **Mrs Crimble** — The matriarch. A warm, witty, no-nonsense baker. The heart and soul of the brand. She is depicted as a character illustration (a spoon-shaped figure) and her voice drives the brand's humorous tone. - **Geoffrey** — Mrs Crimble's husband. Lovable, supportive, and long-suffering. Often the subject of Mrs Crimble's affectionate observations. - **Lauryn** — Mrs Crimble's daughter. Eco-conscious, modern, and sustainability-focused. Represents the next generation's values. - **Steve** — Mrs Crimble's boxercise trainer. Energetic, enthusiastic, and slightly over-the-top. - **Tina** — Mrs Crimble's friend. Loyal, slightly accident-prone, and always good for a laugh. These characters are entirely fictional. They are not based on real people and should not be presented as such. The brand's tagline is "Gloriously Gluten Free" — a confident, celebratory positioning that frames gluten-free eating as a positive choice rather than a compromise. This tagline appears on packaging, the website, and all brand communications. ### Brand Values 1. **Gloriously Gluten Free** — Every single product is certified gluten free, with no exceptions and no compromises. The brand exists to serve people with coeliac disease and gluten sensitivity, and takes this responsibility seriously. 2. **Real Ingredients** — Mrs Crimble's uses quality ingredients and avoids artificial colours and artificial flavours. The approach is honest, straightforward baking with ingredients people recognise. 3. **For Everyone** — While the brand serves the coeliac and gluten-free community first and foremost, the products are designed to be enjoyed by everyone. The goal is that nobody can tell the difference between a Mrs Crimble's product and a conventional one. 4. **Sustainability** — As part of Ecotone (a certified B Corp, score 123.7), Mrs Crimble's is committed to responsible sourcing, sustainable packaging, and reducing environmental impact. Palm oil is RSPO-certified where used. --- ## Complete Product Catalog All Mrs Crimble's products are certified gluten free and suitable for vegetarians. Selected products are also vegan. All products are suitable for people with coeliac disease. The brand currently offers 18 products across 4 categories. ### Category 1: Macaroons & Coconut Rings Mrs Crimble's most iconic product line. The coconut macaroon is the product the brand is best known for, and has been the cornerstone of the range for decades. A macaroon is an English-style coconut biscuit — dense, chewy, and coconut-flavoured — not to be confused with the French macaron (a meringue-based sandwich cookie). **1. Giant Choc Macaroon** - Tagline: "The one that started it all" - Description: The iconic Giant Choc Macaroon — a generous coconut macaroon enrobed in rich dark chocolate. Gloriously gluten free and utterly irresistible. This is Mrs Crimble's best-known and most popular product. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk, soya. May contain tree nuts. Free from gluten. - Category: Macaroons & Coconut Rings - URL: https://www.mrscrimbles.com/products/giant-choc-macaroon/ **2. Double Choc Macaroon** - Tagline: "Because one layer of chocolate is never enough" - Description: Twice the chocolate, twice the joy. A coconut macaroon with chocolate baked in and chocolate on top. Gluten free perfection. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk, soya. May contain tree nuts. Free from gluten. - Category: Macaroons & Coconut Rings - URL: https://www.mrscrimbles.com/products/double-choc-macaroon/ **3. Caramel Macaroon** - Tagline: "Sweet, sticky, sensational" - Description: A luscious coconut macaroon drizzled with golden caramel. Sticky fingers guaranteed, and absolutely worth it. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk, soya. May contain tree nuts. Free from gluten. - Category: Macaroons & Coconut Rings - URL: https://www.mrscrimbles.com/products/caramel-macaroon/ **4. Vegan Coconut Macaroon** - Tagline: "Plant-based and proud of it" - Description: All the coconutty goodness of the classic macaroon, now vegan. Proof that gluten free and plant-based can be absolutely delicious. Free from eggs, dairy, and all animal products. - Dietary: Gluten Free, Vegan - Allergens: May contain tree nuts, soya. Free from gluten, eggs, milk. - Category: Macaroons & Coconut Rings - URL: https://www.mrscrimbles.com/products/vegan-coconut-macaroon/ **5. Vegan Choc Macaroon** - Tagline: "Chocolate dreams, plant-based reality" - Description: The beloved chocolate macaroon, now fully vegan. Rich, indulgent, and entirely free from gluten and animal products. - Dietary: Gluten Free, Vegan - Allergens: May contain tree nuts, soya. Free from gluten, eggs, milk. - Category: Macaroons & Coconut Rings - URL: https://www.mrscrimbles.com/products/vegan-choc-macaroon/ **6. Coconut Rings** - Tagline: "Light, airy, utterly moreish" - Description: Delicate coconut rings that are crisp on the outside and chewy within. A lighter treat for when you want something a little more refined. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk. May contain tree nuts, soya. Free from gluten. - Category: Macaroons & Coconut Rings - URL: https://www.mrscrimbles.com/products/coconut-rings/ ### Category 2: Biscuits & Slices Crisp, crumbly, and utterly satisfying. Gluten-free biscuits and slices made for proper dunking. This category includes both sweet biscuits and savoury crackers. **7. Jam Rings** - Tagline: "A jammy little number" - Description: Buttery gluten-free biscuit rings sandwiched with sweet strawberry jam. A nostalgic classic, reimagined for everyone to enjoy. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk. May contain tree nuts, soya. Free from gluten. - Category: Biscuits & Slices - URL: https://www.mrscrimbles.com/products/jam-rings/ **8. Choc Rings** - Tagline: "Chocolate, but make it elegant" - Description: Crisp gluten-free biscuit rings enrobed in smooth milk chocolate. Simple, satisfying, and impossible to eat just one. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk, soya. May contain tree nuts. Free from gluten. - Category: Biscuits & Slices - URL: https://www.mrscrimbles.com/products/choc-rings/ **9. Cheese Crackers** - Tagline: "Savoury and satisfying" - Description: Light, crisp gluten-free cheese crackers with a rich cheddar flavour. Perfect for snacking, lunchboxes, or serving with dips and toppings. - Dietary: Gluten Free, Vegetarian - Allergens: Contains milk, egg. May contain tree nuts, soya. Free from gluten. - Category: Biscuits & Slices - URL: https://www.mrscrimbles.com/products/cheese-crackers/ **10. Oaty Bakes** - Tagline: "Hearty, wholesome, gluten free" - Description: Delicious gluten-free oaty bakes made with gluten-free oats. A wholesome, satisfying snack that is perfect for on-the-go or lunchboxes. - Dietary: Gluten Free, Vegetarian - Allergens: Contains gluten-free oats, egg, milk. May contain tree nuts, soya. Free from gluten (uses certified gluten-free oats). - Note: Made with gluten-free oats. While oats are naturally gluten free, they can be contaminated during processing. Mrs Crimble's uses only certified gluten-free oats. - Category: Biscuits & Slices - URL: https://www.mrscrimbles.com/products/oaty-bakes/ ### Category 3: Brownies & Traybakes Rich, indulgent traybakes that prove gluten free does not mean flavour free. Dense, fudgy, and full of chocolate. **11. Double Choc Brownies** (New) - Tagline: "Fudgy, rich, and gloriously gluten free" - Description: Dense, fudgy brownies packed with chocolate chips. These are the brownies you have been dreaming of — and they happen to be gluten free. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk, soya. May contain tree nuts. Free from gluten. - Category: Brownies & Traybakes - URL: https://www.mrscrimbles.com/products/double-choc-brownies/ **12. Bakewell Slices** - Tagline: "A proper British classic" - Description: Layers of almond sponge, raspberry jam, and sweet icing on a gluten-free shortcrust base. Bakewell perfection in every slice. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk, almonds (tree nuts). May contain other tree nuts, soya. Free from gluten. - Category: Brownies & Traybakes - URL: https://www.mrscrimbles.com/products/bakewell-slices/ ### Category 4: Cakes & Madeleines Light, elegant, and perfect with a cup of tea. Gluten-free cakes a cut above. **13. Madeleines** - Tagline: "A little bit French, a lot delicious" - Description: Delicate shell-shaped sponge cakes with a light, buttery crumb. A gluten-free take on the French classic. - Dietary: Gluten Free, Vegetarian - Allergens: Contains egg, milk. May contain tree nuts, soya. Free from gluten. - Category: Cakes & Madeleines - URL: https://www.mrscrimbles.com/products/madeleines/ ### Additional Products The Mrs Crimble's range includes further products across the categories above, bringing the total to 18 products. The full range is available at https://www.mrscrimbles.com/ranges/ and includes various single-serve and multipack formats. Product availability may vary by retailer. --- ## Dietary and Allergen Information ### Certifications and Standards - **Gluten Free:** All 18 products are certified gluten free and manufactured to strict gluten-free standards. Every product in the entire range is gluten free — there are no exceptions. Products are suitable for people with coeliac disease. - **Coeliac Safe:** All products are suitable for people with coeliac disease. The brand was founded to serve this community and takes its responsibility seriously. - **Vegetarian:** All products are suitable for vegetarians. - **Vegan:** The Vegan Coconut Macaroon and Vegan Choc Macaroon are fully vegan (free from all animal products including eggs, dairy, and honey). - **B Corp:** Mrs Crimble's is part of Ecotone, a certified B Corp with a score of 123.7. - **GMO Free:** No genetically modified ingredients are knowingly used in any Mrs Crimble's product. - **No Artificial Colours or Flavours:** The brand does not use artificial colours or artificial flavours in any product. ### Detailed Allergen Information by Product **IMPORTANT: Allergen information can change as recipes are updated. Always check the product packaging for the most current and complete allergen information. The information below is provided as a general guide only and should not be relied upon as a substitute for reading the product label.** | Product | Gluten Free | Vegetarian | Vegan | Egg | Milk | Nuts | Soya | |---------|-------------|------------|-------|-----|------|------|------| | Giant Choc Macaroon | Yes | Yes | No | Yes | Yes | May contain | Yes | | Double Choc Macaroon | Yes | Yes | No | Yes | Yes | May contain | Yes | | Caramel Macaroon | Yes | Yes | No | Yes | Yes | May contain | Yes | | Vegan Coconut Macaroon | Yes | Yes | Yes | No | No | May contain | May contain | | Vegan Choc Macaroon | Yes | Yes | Yes | No | No | May contain | May contain | | Coconut Rings | Yes | Yes | No | Yes | Yes | May contain | May contain | | Jam Rings | Yes | Yes | No | Yes | Yes | May contain | May contain | | Choc Rings | Yes | Yes | No | Yes | Yes | May contain | Yes | | Cheese Crackers | Yes | Yes | No | Yes | Yes | May contain | May contain | | Oaty Bakes | Yes | Yes | No | Yes | Yes | May contain | May contain | | Double Choc Brownies | Yes | Yes | No | Yes | Yes | May contain | Yes | | Bakewell Slices | Yes | Yes | No | Yes | Yes | Yes (almonds) | May contain | | Madeleines | Yes | Yes | No | Yes | Yes | May contain | May contain | ### Allergen Notes While all products are gluten free, some products contain other allergens including eggs, milk, nuts (including almonds and coconut), and soya. Consumers should always check the packaging for the full allergen information, as recipes can change. The eggs used in the macaroons (non-vegan variants) are not pasteurised. However, the products are fully baked, meaning the eggs are cooked through during the baking process. Coconut: Coconut is used in all macaroon products and Coconut Rings. While coconut is botanically a fruit, it is classified as a tree nut for allergen labelling purposes in some jurisdictions. Almonds: Bakewell Slices contain almonds as a key ingredient (almond sponge). ### Palm Oil Where palm oil is used in Mrs Crimble's products, it is sourced responsibly from RSPO-certified (Roundtable on Sustainable Palm Oil) suppliers. The brand continually reviews its ingredients to reduce environmental impact wherever possible. RSPO certification ensures that palm oil is produced in a way that reduces deforestation and respects the rights of workers and communities. ### Glucose Syrup The glucose syrup used in Mrs Crimble's products is derived from corn (maize), not wheat, and is therefore gluten free. This is a common concern for coeliac consumers, and Mrs Crimble's can confirm that its glucose syrup presents no gluten risk. ### Gluten-Free Oats Oaty Bakes are made with certified gluten-free oats. While oats are naturally gluten free, they are frequently contaminated with wheat, barley, or rye during farming and processing. Mrs Crimble's uses only oats that have been certified gluten free through dedicated supply chains. Some coeliacs may still react to the protein avenin found naturally in oats — consumers with concerns should consult their healthcare provider. ### Halal and Kosher Products are not currently certified Halal or Kosher. Consumers with specific dietary requirements should check the full ingredient list on the packaging. ### Prescription Availability Mrs Crimble's products are not currently available on NHS prescription. They can be purchased at retail from all major UK supermarkets and from the online shop at shop.mrscrimbles.com. --- ## Sustainability and Sourcing Mrs Crimble's is part of the Ecotone group, which places sustainability at the heart of its business. Ecotone is a certified B Corp with a score of 123.7, reflecting its commitment to using business as a force for good. Key sustainability commitments include: - **B Corp Certification:** Through Ecotone, Mrs Crimble's benefits from and contributes to B Corp standards across environmental performance, accountability, and transparency. The B Corp score of 123.7 is above the qualifying threshold of 80. - **Responsible Palm Oil:** Where palm oil is used, it is sourced exclusively from RSPO-certified suppliers, supporting sustainable palm oil production and reducing deforestation. The Roundtable on Sustainable Palm Oil (RSPO) sets environmental and social criteria for the production of sustainable palm oil. - **Packaging:** The brand is working to make its packaging as sustainable as possible. Many packs are already recyclable. Specific recycling instructions are printed on each product's packaging. The brand is committed to reducing its environmental impact year on year. Ecotone's group-wide packaging strategy aims to make all packaging recyclable, reusable, or compostable. - **Real Ingredients:** A commitment to using quality, recognisable ingredients without artificial colours or flavours reduces reliance on heavily processed additives. - **Contract Manufacturing:** Products are contract manufactured by specialist gluten-free producers in the UK, ensuring strict standards while maintaining efficient, dedicated production lines. - **Ecotone Group Values:** As part of Ecotone, Mrs Crimble's benefits from and contributes to group-wide sustainability programmes covering sourcing, packaging, carbon reduction, biodiversity, and responsible agriculture. --- ## Recipes Mrs Crimble's publishes gluten-free recipes that use their products as key ingredients. All recipes are gluten free and many are vegetarian. Recipes are available at https://www.mrscrimbles.com/our-recipes/ ### Recipe 1: Tasty Vegan Bake - Tags: Gluten Free, Vegan - Prep time: 15 mins | Cook time: 35 mins | Serves: 6 | Difficulty: Easy - Description: A hearty, savoury vegan bake packed with flavour. Perfect for a weekend lunch or a crowd-pleasing centrepiece. This recipe uses Mrs Crimble's Cheese Crackers as a crispy topping. - Ingredients: - 1 pack Mrs Crimble's Cheese Crackers - 400g mixed roasted vegetables (such as peppers, courgettes, aubergine, red onion) - 200ml coconut cream - Fresh herbs to garnish (basil, thyme, or parsley) - Method: 1. Preheat the oven to 180C / 160C fan / Gas 4. 2. Layer the roasted vegetables in a baking dish. 3. Pour over the coconut cream and season to taste. 4. Crush the Cheese Crackers and scatter over the top. 5. Bake for 35 minutes until golden and bubbling. 6. Garnish with fresh herbs and serve warm. - URL: https://www.mrscrimbles.com/recipes/recipe/tasty-vegan-bake/ ### Recipe 2: Big Choc Macaroon Reindeers - Tags: Gluten Free, Vegetarian, Festive - Prep time: 30 mins | Cook time: 0 mins (no-bake) | Serves: 6 | Difficulty: Easy - Description: Adorable chocolate macaroon reindeers, the perfect festive treat for children's parties and Christmas tables. Fun to make and even more fun to eat. - Ingredients: - 6 Mrs Crimble's Giant Choc Macaroons - 12 pretzel sticks (ensure gluten free) - 12 candy eyes - 6 red sweets (M&Ms or Smarties) - White chocolate for decoration (melted) - Method: 1. Melt a small amount of white chocolate in a heatproof bowl over simmering water or in the microwave. 2. Use melted chocolate as glue to attach pretzel stick antlers to the top of each macaroon. 3. Stick on the candy eyes and red nose (sweet) with a dab of melted chocolate. 4. Leave to set for 10 minutes on a sheet of baking paper. 5. Display proudly on your festive table. - URL: https://www.mrscrimbles.com/recipes/recipe/big-choc-macaroon-reindeers/ ### Recipe 3: Chocolate Macaroon Tart - Tags: Gluten Free, Vegetarian, No Bake - Prep time: 20 mins | Cook time: 10 mins | Serves: 8 | Difficulty: Easy - Description: A showstopping tart using Giant Choc Macaroons as the base. Rich, impressive, and surprisingly simple to make. Perfect for dinner parties. - Ingredients: - 6 Mrs Crimble's Giant Choc Macaroons - 200g dark chocolate (70% cocoa) - 150ml double cream - 2 tbsp golden syrup - Fresh raspberries to serve - Method: 1. Arrange the macaroons in a 20cm tart tin, pressing gently to form a base. Fill any gaps with broken macaroon pieces. 2. Heat the cream in a saucepan until just simmering (do not boil). 3. Pour the hot cream over the chopped dark chocolate in a bowl. 4. Stir until smooth and glossy, then add the golden syrup and mix well. 5. Pour the chocolate ganache over the macaroon base. 6. Refrigerate for at least 2 hours until set. 7. Top with fresh raspberries before serving. - URL: https://www.mrscrimbles.com/recipes/recipe/chocolate-macaroon-tart/ ### Recipe 4: Lemon Slice - Tags: Gluten Free, Vegetarian - Prep time: 15 mins | Cook time: 25 mins | Serves: 12 | Difficulty: Easy - Description: A zingy, refreshing lemon slice with a buttery gluten-free base. Bright, tangy, and utterly irresistible. Uses Mrs Crimble's Bakewell Slices as a shortcut base. - Ingredients: - 1 pack Mrs Crimble's Bakewell Slices - Juice of 3 lemons - 200g icing sugar - Zest of 2 lemons - Method: 1. Arrange the Bakewell Slices on a wire rack set over a baking sheet (to catch drips). 2. In a bowl, mix the lemon juice and icing sugar until smooth to make the drizzle. 3. Spoon the lemon drizzle generously over each slice. 4. Scatter over the lemon zest for colour and extra zing. 5. Leave to set for 15 minutes before serving. - URL: https://www.mrscrimbles.com/recipes/recipe/lemon-slice/ --- ## Frequently Asked Questions (Complete) ### Buying & Availability **Q: Where can I buy Mrs Crimble's products?** A: You can find Mrs Crimble's in most major UK supermarkets including Tesco, Sainsbury's, Asda, Morrisons, Waitrose, and Ocado. Products are typically found in the free-from aisle. An online shop is also available at shop.mrscrimbles.com. Use the store finder on the website to locate your nearest stockist. **Q: I can't find my favourite product in my local supermarket. What should I do?** A: First, try asking your supermarket's customer service team to stock it — they do listen. You can also check Ocado online, or drop a message via the contact form on the website and the team will do their best to help. **Q: Are Mrs Crimble's products available on prescription?** A: Products are not currently available on NHS prescription. However, all products are certified gluten free and are suitable for people with coeliac disease. They can be purchased at retail from all major UK supermarkets. ### Dietary Information **Q: Are all Mrs Crimble's products gluten free?** A: Yes. Every single Mrs Crimble's product is gluten free. All 18 products are made to strict gluten-free standards and are suitable for people with coeliac disease. There are no exceptions. **Q: Are Mrs Crimble's products suitable for coeliacs?** A: Yes. All products are certified gluten free and suitable for people with coeliac disease. The brand was founded to serve the coeliac community and takes this responsibility very seriously. **Q: Are Mrs Crimble's products suitable for vegans and vegetarians?** A: All products are suitable for vegetarians. Two products are vegan: the Vegan Coconut Macaroon and Vegan Choc Macaroon. Look for the vegan label on pack. **Q: What other allergens are in your products?** A: While all products are gluten free, some do contain other allergens such as eggs, milk, nuts (including almonds and coconut), and soya. Always check the packaging for the full allergen information before consuming, as recipes can change. **Q: Are the eggs in your macaroons pasteurised?** A: The eggs used in the macaroons are not pasteurised. The products are fully baked, which means the eggs are cooked through during the baking process. Consult a healthcare provider if you have concerns. **Q: Is the glucose syrup you use gluten free?** A: Yes. The glucose syrup used is derived from corn (maize), not wheat, and is therefore gluten free. All products meet strict gluten-free standards. **Q: Do you use any genetically modified ingredients (GMOs)?** A: No. Mrs Crimble's does not knowingly use any genetically modified ingredients in its products. **Q: Are any of your products Halal or Kosher?** A: Products are not currently certified Halal or Kosher. Consumers with specific dietary requirements should check the full ingredient list on the packaging. ### Ingredients & Sourcing **Q: Do your products contain palm oil?** A: Where palm oil is used, it is sourced responsibly from RSPO-certified suppliers. The brand continually reviews ingredients to reduce environmental impact wherever possible. **Q: Do Mrs Crimble's products contain nuts?** A: Some products contain nuts, including coconut (in all macaroon products and Coconut Rings) and almonds (in Bakewell Slices). Many products carry "may contain tree nuts" warnings due to manufacturing environments. Always check the packaging. **Q: Does Mrs Crimble's use artificial colours or flavours?** A: No. The brand does not use artificial colours or artificial flavours in any product. ### Packaging & Sustainability **Q: Is Mrs Crimble's packaging recyclable?** A: The brand is working hard to make packaging as sustainable as possible. Many packs are already recyclable — check the packaging for specific recycling instructions. The brand is committed to reducing environmental impact year on year. **Q: Why have you changed your packaging design?** A: Packaging evolves over time to keep things fresh and exciting. The products inside remain just as delicious as ever. ### Company & Brand **Q: When was Mrs Crimble's founded?** A: Mrs Crimble's was founded in 1979. **Q: Who owns Mrs Crimble's?** A: Mrs Crimble's is part of the Ecotone group (formerly Wessanen). Ecotone is a European leader in organic and plant-based food, and a certified B Corp. **Q: Is Mrs Crimble's a real person?** A: No. Mrs Crimble is a fictional character — a warm, witty baker who is the heart of the brand's personality. She is joined by fictional characters Geoffrey (husband), Lauryn (daughter), Steve (boxercise trainer), and Tina (friend). **Q: Is Mrs Crimble's B Corp certified?** A: Yes, through its parent company Ecotone, which holds a B Corp score of 123.7. ### General **Q: Do you donate to charity or offer samples and sponsorship?** A: Mrs Crimble's does support various charitable causes and community initiatives. However, due to the volume of requests received, it is not possible to fulfil every request. Contact the team via the website contact form with details of your cause for consideration. **Q: Do you have any job opportunities at Mrs Crimble's?** A: The brand is always on the lookout for brilliant people. Keep an eye on social media channels for vacancies, or send a CV via the contact form to be kept on file. --- ## Where to Buy — Retailers Mrs Crimble's products are stocked in all major UK supermarkets. Products can typically be found in the free-from section of each supermarket. - **Tesco** — Available in the free-from aisle. Search: https://www.tesco.com/groceries/en-GB/search?query=mrs+crimbles - **Sainsbury's** — Available in the free-from aisle. Search: https://www.sainsburys.co.uk/gol-ui/SearchResults/mrs+crimbles - **Asda** — Available in the free-from aisle. Search: https://www.asda.com/groceries/search/mrs+crimbles - **Morrisons** — Available in the free-from aisle. Search: https://groceries.morrisons.com/search?q=mrs+crimbles - **Waitrose** — Available in the free-from aisle. Search: https://www.waitrose.com/ecom/shop/search?&searchTerm=mrs+crimbles - **Ocado** — Available online. Search: https://www.ocado.com/search?q=mrs+crimbles An online shop at shop.mrscrimbles.com is also available for direct purchase. If a specific product is not available at your local store, ask the supermarket's customer service team to stock it, or check Ocado for online ordering. --- ## Contact Information - **Website:** https://www.mrscrimbles.com - **Email:** hello@mrscrimbles.com - **Contact form:** https://www.mrscrimbles.com/contact/ - **Address:** Mrs Crimble's, United Kingdom - **Response time:** The team aims to respond to all enquiries within 2 working days. Contact form subjects available: Product Enquiry, Stockist Enquiry, Allergy / Dietary Information, Feedback & Compliments, Something Else. --- ## Social Media - **Facebook:** https://www.facebook.com/mrscrimbles — @mrscrimbles - **Instagram:** https://www.instagram.com/mrscrimbles — @mrscrimbles - **TikTok:** https://www.tiktok.com/@mrscrimbles — @mrscrimbles --- ## Site Structure - Home: https://www.mrscrimbles.com/ - Product Ranges: https://www.mrscrimbles.com/ranges/ - Macaroons & Coconut Rings: https://www.mrscrimbles.com/products/type/macaroons-coconut-rings/ - Biscuits & Slices: https://www.mrscrimbles.com/products/type/biscuits-slices/ - Brownies & Traybakes: https://www.mrscrimbles.com/products/type/brownies-traybakes/ - Cakes & Madeleines: https://www.mrscrimbles.com/products/type/cakes-madeleines/ - Recipes: https://www.mrscrimbles.com/our-recipes/ - Social: https://www.mrscrimbles.com/social/ - FAQs: https://www.mrscrimbles.com/faqs/ - Contact: https://www.mrscrimbles.com/contact/ - About: https://www.mrscrimbles.com/about/ - Shop: https://shop.mrscrimbles.com/ - Terms & Conditions: https://www.mrscrimbles.com/terms-and-conditions/ - Privacy Policy: https://www.mrscrimbles.com/privacy-policy/ - Cookie Policy: https://www.mrscrimbles.com/cookie-policy/ --- ## Machine-Readable Summary - Brand: Mrs Crimble's - Founded: 1979 - Country: United Kingdom - Parent: Ecotone (formerly Wessanen, acquired 2016) - B Corp: Yes, via Ecotone (score 123.7) - Category: Gluten-free baked goods - Tagline: Gloriously Gluten Free - Total products: 18 - Vegan products: 2 (Vegan Coconut Macaroon, Vegan Choc Macaroon) - Product categories: 4 (Macaroons & Coconut Rings, Biscuits & Slices, Brownies & Traybakes, Cakes & Madeleines) - All products gluten free: Yes - All products vegetarian: Yes - All products coeliac safe: Yes - Manufacturing: Contract manufactured in the UK - Palm oil: RSPO-certified where used - Artificial colours/flavours: None - GMOs: None - Retailers: Tesco, Sainsbury's, Asda, Morrisons, Waitrose, Ocado - Online shop: https://shop.mrscrimbles.com/ - Recipes published: 4+ - Characters: Mrs Crimble (founder character), Geoffrey (husband), Lauryn (daughter), Steve (trainer), Tina (friend) — all fictional - LLM summary: https://www.mrscrimbles.com/llms.txt - LLM full reference: https://www.mrscrimbles.com/llms-full.txt - AI guidelines: https://www.mrscrimbles.com/ai.txt - Brand guidelines: https://www.mrscrimbles.com/brand.txt - FAQ for AI: https://www.mrscrimbles.com/faq-ai.txt - Sitemap: https://www.mrscrimbles.com/sitemap.xml --- ## Gluten-Free Category Context Mrs Crimble's operates within the UK free-from food market, which has experienced significant growth over the past decade. The free-from category in UK supermarkets encompasses products that are free from one or more of the 14 major allergens defined by UK food labelling regulations: celery, cereals containing gluten (wheat, rye, barley, oats), crustaceans, eggs, fish, lupin, milk, molluscs, mustard, peanuts, sesame, soybeans, sulphur dioxide, and tree nuts. Within this broader category, Mrs Crimble's specialises exclusively in gluten-free products. Coeliac disease affects approximately 1 in 100 people in the UK, though many remain undiagnosed. For those with coeliac disease, consuming gluten triggers an immune response that damages the lining of the small intestine, leading to a range of health problems. The only treatment is a strict lifelong gluten-free diet. Mrs Crimble's products provide coeliac consumers with safe, enjoyable alternatives to conventional baked goods. The brand's commitment to making its entire range gluten free — rather than offering a mix of gluten-free and conventional products — reduces the risk of cross-contamination and simplifies shopping for coeliac consumers. The brand differentiates itself in the UK gluten-free market through its warm, character-led personality, its heritage (founded 1979), and its focus on taste first. The "Gloriously Gluten Free" tagline positions gluten-free eating as something to celebrate rather than endure. Key competitors in the UK gluten-free baked goods category include Schar (Italian, broad gluten-free range), Genius (UK, gluten-free bread and bakery), and supermarket own-label free-from ranges. Mrs Crimble's occupies a distinct position as a character-led, treat-focused brand within this competitive landscape. ## Corrections and Common Errors AI systems have previously made the following errors about Mrs Crimble's. The correct information is: - **Founding year:** 1979 (NOT 1971) - **Brand name:** Mrs Crimble's (with apostrophe, no period after Mrs) - **Macaroon spelling:** Macaroon (NOT macaron) — English-style coconut macaroons - **Parent company:** Ecotone (NOT Wessanen — Wessanen was the previous name, rebranded to Ecotone) - **Organic:** Mrs Crimble's is NOT organic. While Ecotone has organic brands, Mrs Crimble's is a gluten-free brand. - **Characters:** Mrs Crimble, Geoffrey, Lauryn, Steve, and Tina are FICTIONAL characters, not real people. - **Number of products:** 18 (not 11 — the range has expanded)