Mrs Crimble’s Launches New Cranberry Macaroons alongside Brand Re-Design

Mrs Crimble’s brand has undergone a brand makeover revealing new brighter, bolder and more contemporary packaging.

To accompany the re-design the brand is also launching new cranberry macaroons into their range.

The new Large Cranberry Macaroons will appear on shelf with a RRP of £1.49 and sit alongside Mrs Crimbles Large Choc Macaroons - £1.49 and Large Coconut Macaroons - £1.39.

Jeremy Woods of Mrs Crimble’s said: ‘When people choose one of our products to give themselves a well-deserved treat, we want the whole experience to be as enjoyable and as fun as possible, and the new packaging hopefully sets the tone.

‘The new logo is made up of a heart incorporating an oven glove – symbolising the love that people have for Mrs Crimbles.”

As well as a wide range of ready-to-eat treats, Mrs Crimble’s also creates a range of mixes that have been designed to make home baking quick and easy without taking away the act of baking.

Feedback from Mrs Crimble’s customers helped to guide the brand on its latest packaging update.

Woods continued: “Because we love talking to our customers – whether on the phone, via facebook or face to face at all the county shows we go to – we have always known that there is a huge amount of love for our products, as well as the brand as a whole.

“That’s what inspired our new strapline; ‘let’s bake love’.

“For many people it is irrelevant that Mrs Crimble’s macaroons, brownies and other treats happen to be gluten or wheat free.

“What really matters is how yummy they are. Mrs Crimble’s has shrugged off her cardigan and is ready to party!”

The makeover is a major change for retailers as well as Mrs Crimble’s customers. The only thing that has remained the same, apart from the products themselves, is the Mrs Crimble’s name, everything else – including the logo – is new.

“It’s a big change and there are bound to be some challenges managing the whole process”, said Woods.

“For example, there will always be a couple of months when the original packaging will still be on the shelves while it’s gradually replaced by the new design, and we need to keep everyone in the trade, as well as our customers informed.

“We are now previewing our new look at the County Shows where the reaction has been incredibly positive.”

Mrs Crimble’s started over 20 years ago and today their products can be found in all good independent farm shops, health stores, delicatessens and supermarkets such as Sainsbury’s, Asda, Waitrose, Morrisons, Co-op and Tesco.

Source: Mrs Crimble’s