Wessanen buys gluten-free bakery business Mrs Crimble’s

Food company Wessanen has acquired gluten-free bakery business Mrs Crimble’s for an undisclosed sum.

Mrs Crimble’s, whose products include gluten-free macaroons, has distribution across all channels in the UK and and increasing presence internationally. Last year, the group’s net revenue totalled £12.7m.

The majority of its sales are in ‘sweet-in-between’ products, also referred to as healthy snacking, a core category for Wessanen.

Mrs Crimble’s is expected to benefit from the growth in popularity of gluten-free products and demand from both consumers and retailers.

Wessanen’s portfolio of healthy and organic brands includes Bjorg, Allos, Bonneterre and Whole Earth.

“The acquisition of Mrs Crimbles is a further step in the execution of our strategy,” said Wessanen CEO Christophe Barnouin. “The brand has great knowledge in gluten-free ‘sweet-in-between’ products and a strong base in the UK. This acquisition will further strengthen our operations in the UK market and gives us an entry into a strategic growth segment.”

Bill Mapstone on behalf of the owners of Mrs Crimble’s, added: “We are very proud of what we have achieved with the Mrs Crimble’s brand and believe that Wessanen are very well placed to take both the brand and the people who have developed this business on to the next level, both in the UK and internationally.”