Crave is tapping into the rising consumer trend of nostalgia-driven purchases with its new Pink Cheetah Wafers. These vegan biscuits, packaged in a 16-pack, feature pink wafer layers filled with vanilla cream and are entirely free from dairy and gluten.
This launch not only embraces nostalgia but also addresses the increasing demand for allergen-free foods. According to recent data from the Food Standards Agency, one in 20 adults in the UK has a confirmed food allergy, nearly one-third of the population experiences food sensitivities, and one in 12 young children are impacted by food allergies.
Supermarket Listings
Crave’s latest supermarket listings come nearly a year after the successful launch of its first frozen product—a six-pack of free-from ring donuts, now available in Sainsbury’s, Morrisons, and Ocado.
Rob Brice, founder of Crave, stated: “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
Despite ongoing cost-of-living pressures, UK volume sales of sweet biscuits rose by 1.5% in 2023, with the market currently valued at £3.5 billion. It is forecasted to reach £4.8 billion by 2030, according to Mintel.
Given the current economic landscape and the fact that 57% of consumers find retro or nostalgic food appealing (Bidfood Report, 2023), along with the free-from market’s growth to £3.9 billion, the launch of Pink Cheetah Wafers represents a strategic move for Crave.
These Pink Cheetah Wafers will hit the shelves of 480 Sainsbury’s stores across the UK starting April 19, with a recommended retail price of £2.
