Wessanen, the Netherlands-based food group, has added to the range of Mrs Crimble’s snacks it markets in the UK.
The company, which acquired Mrs Crimble’s last year, has secured a listing with Tesco for a three-strong line of cake bars.
Go deeper with GlobalData
One of the SKUs, the double choc cake bar, will be sold in more than 800 Tesco stores. The two other products – a lemon and poppy seed bar and a jammy sponge bar – will be available in almost 500 outlets.
“This increased presence in major Tesco stores is a big move forward for our brand. It makes our cake bars accessible to all, regardless of dietary requirements,” Rebecca Vercoe, the brand controller for Mrs Crimble’s at Wessanen’s UK arm, said.
Wessanen is understood to be in discussions with other UK retailers about further listings.
Last week, Wessanen booked a jump in first-quarter sales, with growth supported by an increase in sales of its brands and by its recent acquisitions, including that of Mrs Crimble’s.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
