Tapping into the rising consumer trend of nostalgia-driven purchases, Crave’s Pink Cheetah Wafers come in a 16 pack of pink wafer vegan biscuits filled with vanilla cream and are free from dairy and gluten.
The launch also taps into the growing demand for allergen-free foods – recent data from the Food Standards Agency found that one in 20 adults in the UK has a confirmed food allergy, nearly a third have food sensitivities, and one in 12 young children are affected by food allergies.
Supermarket listings
Crave’s latest supermarket listings comes just under a year after its first ever frozen product launch of a six pack of free-from ring donuts into Sainsbury’s, Morrisons and Ocado.
Rob Brice, founder of Crave, said: “We recognised a clear gap in the market for a gluten-free and vegan version of a nostalgic favourite like the pink wafer. The free-from sweet biscuit market has seen minimal new product development in recent years, and we felt it needed a refresh – something fun, familiar, and genuinely tasty for everyone to enjoy.
“The Pink Cheetah Wafers launch fits into Crave’s ‘NOMO FOMO’ ethos, ensuring those with dietary restrictions don’t miss out on craveable treats.”
Sweet biscuits market
UK volume sales of sweet biscuits rose 1.5% in 2023 despite cost-of-living pressures, with the market currently valued at £3.5 billion – forecast to reach £4.8 billion by 2030, according to Mintel.
With the current economic climate and with 57% of consumers finding retro or nostalgic food appealing (Bidfood Report, 2023) – coupled with the growth of the free-from market to £3.9 billion – Pink Cheetah Wafers’ launch has been a strategic move for Crave.
Pink Cheetah Wafers will be available in 480 Sainsbury’s stores across the UK from 19 April with a RRP of £2.
Meanwhile, Tiba Tempeh has announced the launch of a new smoky tempeh SKU that is set to go on sale this month.
