Mrs Crimble
Mrs Crimble's is a privately held UK gluten-free bakery founded in 1979, producing macaroons, cakes, biscuits, and baking mixes sold through all major UK supermarkets and its own online shop, serving coeliac and gluten-sensitive consumers.
- Company typePrivate
- Founded1979
- HeadquartersBlackwater, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mrs Crimble does
Mrs Crimble's is a privately held UK gluten-free bakery founded in 1979 and headquartered in Blackwater. The company formulates and sells gluten-free baked goods across four product categories: macaroons, rings and cakes; single-serve treats; savoury items; and home baking mixes. The product range includes coconut macaroons (chocolate, double chocolate, caramel, vegan variants), coconut rings (chocolate-coated and jam-filled), Bakewell slices, double chocolate brownies, French madeleines, cheese crackers, and pancake mix. Several products carry vegan variants. The core technical capability is the formulation of traditional British baked goods without gluten while preserving taste and texture, developed over more than four decades of category focus.
The company's go-to-market is dual-channel. The primary revenue stream is wholesale distribution to all six major UK supermarket chains — Sainsbury's, Waitrose, ASDA, Morrisons, Tesco, and Ocado — which resell products to consumers. A secondary direct-to-consumer channel operates through the company's own e-commerce shop at shop.mrscrimbles.com. The company supports both channels with a content marketing strategy centred on recipes that use its products as ingredients, alongside social media presence on Instagram, Facebook, TikTok, and X, and an email newsletter. The customer base is dominated by coeliac and gluten-sensitive consumers requiring strict gluten-free diets, with a secondary segment of health-conscious lifestyle shoppers.
Mrs Crimble's is independently operated with no disclosed ownership structure, no external funding rounds, and no parent company. The company has maintained its specialization in gluten-free baking for over 45 years and has no disclosed AI/ML capabilities, no mobile app, no API integrations, and no third-party technology partnerships beyond its charitable relationship with FareShare. Revenue, headcount, and ownership details are not publicly disclosed, limiting investor visibility into scale and unit economics.
Mrs Crimble firmographics
Firmographics- Name
- Mrs Crimble
- Legal name
- Mrs Crimble's
- Website
- https://mrscrimbles.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mrs Crimble's is a privately held UK gluten-free bakery founded in 1979, producing macaroons, cakes, biscuits, and baking mixes sold through all major UK supermarkets and its own online shop, serving coeliac and gluten-sensitive consumers.
- Ownership category
- akta.pro rank
Mrs Crimble industry classification
Industry- Product category
- Gluten-free baked goods
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291), Confectionery Merchant Wholesalers (42445)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industry
- Online Bakery & Desserts Delivery (CRAHAIAK)
Keywords
Where Mrs Crimble is headquartered
LocationHeadquarters
- HQ city
- Blackwater
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Mrs Crimble business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail/Wholesale Product Sales: Mrs Crimble's generates revenue through the sale of gluten-free baked goods to major UK supermarket chains (Sainsbury's, Waitrose, ASDA, Morrisons, Tesco, Ocado) who purchase products wholesale for resale to consumers.
- Direct E-commerce Sales: The company operates an online shop (shop.mrscrimbles.com) selling products directly to consumers, generating direct-to-consumer revenue alongside wholesale distribution.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Mrs Crimble product offering
Product offeringCore offering
Mrs Crimble's manufactures and sells gluten-free baked goods including macaroons, coconut rings, cakes, brownies, Bakewell slices, madeleines, cheese crackers, and pancake mix. Products are sold both wholesale to major UK supermarket chains and directly to consumers via an online shop, with vegan variants offered for some lines.
Product overview
Mrs Crimble's is a gluten-free bakery company founded in 1979, offering a portfolio of cakes, bakes, and nibbles. The product range includes four main categories: Macaroons, Rings + Cakes (featuring chocolate and coconut macaroons, caramel variants, and coconut rings); Single Serves (individually portioned treats including giant macaroons, bakewell slices, brownies, and jam rings); Savoury (Original Cheese Crackers); and Home Baking (Pancake Mix). Several products are also available in vegan varieties. All products are marketed as gloriously gluten-free and vegetarian (with vegan options noted). The company sells through major UK supermarkets including Sainsbury's, Waitrose, ASDA, Morrisons, Tesco, and Ocado, as well as through their own online shop.
Differentiator
Problem solved
Functional benefit
Products and services
- 6 Big Choc Macaroons Six iconic coconut macaroons enrobed in rich dark chocolate. Gluten-free and vegetarian.
- 6 Big Coconut Macaroons Six gluten-free coconut macaroons — crisp on the outside, chewy within. The classic founding product.
- 6 Double Choc Macaroons Six coconut macaroons with chocolate baked in and chocolate on top.
- 6 Big Choc Coconut Rings Six crisp gluten-free biscuit rings enrobed in smooth milk chocolate.
- 6 Big Jam Coconut Rings Six buttery gluten-free biscuit rings sandwiched with sweet strawberry jam.
- Classic French Madeleines Delicate shell-shaped sponge cakes with a light, buttery crumb. Gluten-free take on the French classic.
- 4 Big Bakewell Slices Four slices of almond sponge, raspberry jam, and sweet icing on a gluten-free shortcrust base.
- 4 Big Double Choc Brownies Four dense, fudgy brownies packed with chocolate chips.
- 6 Vegan Choc Macaroons Chocolate macaroons fully vegan. Rich, indulgent, and entirely free from gluten and animal products.
- 6 Vegan Coconut Macaroons All the coconutty goodness of the classic macaroon, now vegan and gluten-free.
- 6 Big Caramel Macaroons Six gluten-free coconut macaroons drizzled with golden caramel.
- Original Cheese Crackers Crisp, savoury gluten-free crackers perfect with cheese.
- Giant Choc Macaroon (Single) Single iconic giant coconut macaroon enrobed in rich dark chocolate.
- Bakewell Slice (Single) Single bakewell slice — almond sponge, raspberry jam, and sweet icing on a gluten-free shortcrust base.
- Double Choc Brownie (Single) A single dense, fudgy brownie packed with chocolate chips.
- Large Jam Coconut Ring (Single) Single-serve coconut ring with sweet strawberry jam.
- Pancake Mix Gluten-free pancake mix — just add eggs and milk for fluffy, golden pancakes.
Companies that use Mrs Crimble
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Mrs Crimble technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mrs Crimble partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FareShareminorMrs Crimble's has partnered with FareShare, a UK charity fighting hunger and tackling food waste, by providing support instead of individual product samples to requesters. This is a charitable giving partnership rather than a commercial business partnership.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Mrs Crimble competitors and assessment
Company assessmentEmerging players
- Bob's Red Mill: US-based natural and gluten-free flour, mix, and baking brand with growing UK presence. Adjacent competitor in the home-baking gluten-free segment.
- Soreen: UK malt loaf and baked snack brand now offering gluten-free variants, distributed across UK supermarkets. Adjacent competitor for the gluten-free sweet-treats occasion.
Direct peers
- Doves Farm: Long-established UK gluten-free flour and baking specialist with retail distribution across UK grocers. Competes directly with Mrs Crimble's in the home-baking and gluten-free segment.
- Genius Foods: UK-headquartered specialist gluten-free bakery brand producing breads, rolls, and baked goods sold through major UK supermarkets. Most direct head-to-head competitor to Mrs Crimble's in the gluten-free baked treats category.
Regional players
- Bells of Lazonby: Independent UK premium cake and baked-goods brand with broad supermarket distribution. Comparable in positioning and route-to-market though not gluten-free specialist.
Broad incumbents
- Warburtons Gluten Free: Gluten-free sub-range from the UK's dominant bread brand, stocked across major UK grocers. Represents the threat of mainstream bakery incumbents entering gluten-free with deep marketing and trade budgets.
- Mr Kipling (Premier Foods): Iconic UK cake and baked treats brand owned by Premier Foods, distributed across all major UK supermarkets. Competes for the same treat-aisle fixture space and impulse-purchase occasions as Mrs Crimble's.
- Hain Celestial Group: Multinational owner of multiple free-from and natural food brands including gluten-free bakery lines. Represents a strategic acquirer archetype with both the portfolio fit and the channel relationships to absorb a brand like Mrs Crimble's.
- Dr. Schär: European gluten-free market leader offering an extensive range of breads, biscuits, and baked goods with strong UK supermarket presence. Significantly larger scale than Mrs Crimble's but competes for the same shelf space and shopper basket.
Others
- FareShare: UK food-waste charity with which Mrs Crimble's runs a charitable giving partnership. Ecosystem connection rather than direct competitor, included as a known counterparty for stakeholder mapping.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mrs Crimble social profiles
Digital presenceMrs Crimble financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mrs Crimble leadership team
Management profileNumber of profiles
Mrs Crimble funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mrs Crimble M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mrs Crimble
What does Mrs Crimble do?
Mrs Crimble's manufactures and sells gluten-free baked goods including macaroons, coconut rings, cakes, brownies, Bakewell slices, madeleines, cheese crackers, and pancake mix. Products are sold both wholesale to major UK supermarket chains and directly to consumers via an online shop, with vegan variants offered for some lines.
Is Mrs Crimble a public or private company?
Mrs Crimble is a private company. It is classified as unknown and is currently operating.
When was Mrs Crimble founded?
Mrs Crimble was founded in 1979. It employs 11 to 50 people.
Where is Mrs Crimble based?
Mrs Crimble is headquartered in Blackwater, United Kingdom, in the Europe region.
How does Mrs Crimble make money?
Two revenue lines are on record. Retail/Wholesale Product Sales are the primary driver. The others are direct E-commerce Sales.
Who are Mrs Crimble's main competitors?
Emerging players on record are Bob's Red Mill and Soreen. Direct peers are Doves Farm and Genius Foods. Bells of Lazonby is listed as a regional player. Broad incumbents are Warburtons Gluten Free, Mr Kipling (Premier Foods), Hain Celestial Group and Dr. Schär. FareShare is listed as an others.
Does Mrs Crimble have an API?
No public API is recorded for Mrs Crimble.
What industry is Mrs Crimble in?
Mrs Crimble's product category is Gluten-free baked goods. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of CRAHAIAK, Online Bakery & Desserts Delivery. Its NAICS code is 311811 and its SIC code is 2050.