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Mrs Crimble’s, a player in the gluten-free cake sector and part of Ecotone UK, has launched its new Lemon Macaroons, tapping into the growing consumer demand for citrus flavours in the dessert market. This introduction reflects the brand's commitment to innovation while catering to the evolving preferences of both gluten-free consumers and a wider audience.
The introduction of Lemon Macaroons aligns with emerging trends in the food industry, particularly the increasing popularity of lemon as a flavour choice. According to recent data from Circana, lemon ranks as the third most popular flavour in the cake category, indicating a significant opportunity for brands to capture consumer interest through innovative flavour profiles.
Caroline Mitchell, innovation controller at Ecotone UK, highlighted the strategic development of the new product, noting that consumer feedback played a crucial role in the flavour selection process. “We asked our community via social media what flavour they most wanted to see, ensuring we meet modern demands in the free-from category while appealing to a new audience, particularly Gen Z,” she said
Mrs Crimble’s Lemon Macaroons are designed to deliver a zesty flavour experience, combining the sweetness of coconut with the tanginess of fresh lemon. This product builds on the brand's existing Big Macaroons range, which includes popular flavours such as Coconut and Big Choc, and aims to enhance the brand's appeal among dessert lovers seeking indulgent gluten-free options.
The macaroons are crafted with high-quality ingredients, reinforcing the brand’s dedication to taste and texture without compromising on dietary needs. This focus on quality is essential for brands operating in the competitive free-from sector, where consumer expectations for flavour and texture are high.
The new Lemon Macaroons are now available in Co-Op stores nationwide, priced at £1.50, with promotional offers bringing the price down to £1.20.