Crave launches ‘UK’s first’ gluten-free and vegan pink wafer biscuit
The wafers cater to the increasing demand for allergen-free foods.
UK – British snack maker Crave is expanding its biscuit lineup by launching what it claims to be the UK’s first gluten-free and vegan pink wafer biscuits, called Pink Cheetah Wafers.
These new biscuits feature pink wafers filled with vanilla cream, appealing to the growing consumer trend for nostalgic snacks and the expansion of the sweet biscuit market.
Recent data from the UK Food Standards Agency and AllergyUK indicates that one in 20 UK adults has a confirmed food allergy, nearly one-third experience food sensitivities, and one in 12 young children is affected by food allergies.
“We recognized a clear gap in the market for a gluten-free and vegan version of a nostalgic favorite like the pink wafer. The free-from sweet biscuit market has seen minimal new product development in recent years, and we felt it needed a refresh—something fun, familiar, and genuinely tasty for everyone to enjoy,” said Rob Brice, founder of Crave.
Crave’s Pink Cheetah Wafers will be available at Sainsbury’s starting April 19. They will be sold in packs of 16 biscuits, with a recommended retail price of £2 (US$2.65).
According to a report by Fortune Business Insights, the global gluten-free food market was valued at US$6.74 billion in 2023 and is projected to grow from US$7.28 billion in 2024 to US$13.81 billion by 2032, with a compound annual growth rate (CAGR) of 8.33% during the period from 2024 to 2032.
Gluten-free foods are primarily designed for individuals with celiac disease or gluten allergies, as consuming gluten can cause problems such as intestinal inflammation.
However, the popularity of gluten-free diets is also rising among those without gluten allergies, thanks to the associated health benefits.
Gluten is mainly found in baked goods, where it provides texture and shape, but it offers no nutritional benefit. As a result, many consumers are seeking to avoid gluten, as it can aid in healthy weight loss, improve digestion, and increase energy levels.
Furthermore, rising consumer demand for functional foods and ongoing product innovation in the “free-from” food segment are expected to drive growth in the gluten-free food market over the forecast period.
Consumers’ growing health consciousness has spurred the demand for guilt-free snacks. A 2020 survey conducted by Mondelez International found that nearly 64% of U.S. consumers prefer snacks that offer nutritional benefits, while 56% seek healthier snacking options.
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