Wessanen launches Mrs Crimbles cake bars in UK

Wessanen launches Mrs Crimble's cake bars in UK

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.

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.