Mrs Crimble’s expands gluten-free range with Lemon French Madeleines  

UK – Mrs Crimble’s, a gluten-free cake brand under Ecotone UK, has launched its new Lemon French Madeleines, further enhancing its successful line of French-inspired baked goods.   

This addition is poised to capitalize on the growing consumer trend towards zesty flavours, with lemon emerging as the third most popular choice in the cake category.  

The Lemon French Madeleines, available now at Tesco stores nationwide for an RRP of £2.75 (US$3.68), come in convenient on-the-go packs containing six light and fluffy sponge cakes.   

This product extension reflects Mrs Crimble’s commitment to providing delicious gluten-free options without compromising on taste or texture.  

These shell-shaped delights feature zesty lemon zest and natural flavours, baked with rice flour, maize starch, and eggs for a light, buttery crumb that mimics traditional madeleines.   

At 120 calories per 40g pack and free from gluten, dairy, and artificial colours, they cater to coeliac consumers and health-conscious families.    

Caroline Mitchell, Innovation Controller at Ecotone UK, said: “Mrs Crimble’s is already a trusted and established player in the free-from aisle that has a loyal consumer base. We’re excited to introduce new shoppers to the brand with bold and on-trend flavours”.   

The Classic French Madeleines have seen exceptional sales growth this year, doubling year-on-year sales, according to Circana data from February 2025.  

The introduction of Lemon French Madeleines follows the brand’s earlier success with Lemon Macaroons, which also joined the free-from range earlier this year.   

This move underscores Mrs Crimble’s focus on innovation and responsiveness to consumer preferences, particularly in the flourishing gluten-free market.  

Founded in 1979, Mrs Crimble’s has built a reputation for crafting gluten-free cakes, bakes and biscuits, ensuring that those with dietary restrictions can enjoy indulgent treats.   

The brand’s distinctive identity, marked by its recognizable pink hearts, has solidified its presence in the competitive free-from sector. 

Fray Bentos launches tinned Festive Turkey Pie amid growing demand for convenient foods  

Fray Bentos, the British pie brand, has unveiled its new Festive Turkey Pie, now available at major retailers including Asda and Morrisons.   

This launch is designed to meet the rising consumer demand for convenient, affordable meal options during the holiday season, particularly among younger generations.  

The pie features a hearty filling of turkey and Cumberland sausage, enriched with a rich sage and thyme gravy, all encased in the brand’s signature 64-layer golden puff pastry.   

With a recommended retail price of £2.99 (US$3.99), the pie offers a cost-effective alternative to traditional Christmas dinners, catering to the evolving preferences of modern consumers.  

Recent research commissioned by Fray Bentos highlights a significant shift in consumer behaviour, revealing that over half of Gen Z (56%) and Millennials (53%) are inclined to include pie in their festive dinner plans. This contrasts sharply with just 26% of Gen X respondents.   

Additionally, a survey of 2,000 individuals found that 34% of Brits are purchasing more tinned food now than five years ago, with convenience (52%) and value (47%) cited as the primary motivators for this trend.  

To further engage consumers, Fray Bentos is also introducing a limited-edition Christmas jumper, priced at £25 (US$33.53), available on a first-come, first-served basis. 

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