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Wessanen Acquires Mrs Crimble’s Brand

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Wessanen Acquires Mrs Crimble’s Brand

Wessanen Acquires Mrs Crimble’s Brand
July 05
14:20 2016

Wessanen, the Netherlands-based group which specialises in healthy and sustainable food, has completed the acquisition of Mrs Crimble’s, a pioneer of the UK gluten-free market for more than 30 years, for an undisclosed price. Mrs Crimble’s has established itself as a leading brand in the market, famous for its macaroons and broad range of other gluten-free products. Mrs Crimble’s net revenue amounted to £12.7 million in 2015.

It has widespread distribution across all channels in the UK, increasing presence internationally and fits very well into Wessanen’s existing portfolio of healthy and sustainable brands. The majority of 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.

Christophe Barnouin (pictured), chief executive of Wessanen, says: “The acquisition of Mrs Crimbles is a further step in the execution of our strategy. 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.”

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