Crave's dunkable cookie sandwich biscuit
The UK better-for-you snack producer has expanded its free from lineup with its latest masterpiece: Bisco’s.
The golden biscuit sandwich with a vanilla cream filling and sprinkles is vegan and free from the top 14 allergens and is rolling out into Sainsbury’s from 31 December 2023 for an RRP of £3.50 for a 130g pack.
Following Sainsbury’s announcement of a new format that combines frozen, ambient and chilled free-from products in one aisle, Crave is set to launch a range of new products into Sainsbury’s this year to help bolster the options for their free-from customers.
Continuing to challenge the status quo, Crave came under scrutiny earlier in the year for some of its products getting rather close to the branding of other big multinational brands.
“In the office, we had lots of fun coming up with a name for our first biscuit product,” said Rob Brice, founder of Crave.
“We toyed with ‘Noreo’, but after our accountant advised us, we don’t have budget for another lawsuit this year, so we settled on Bisco’s. We like to think they encapsulate the fun of a Disco with the taste of a Birthday cake. Obviously, Bisco’s are very different from any other circular biscuit, being vegan and free from the top 14 most common allergens, whilst still being tasty and ready to dunk (if you like that sort of thing).”
Brice, an expert in food development, founded Crave in 2020, going on to achieve TV fame by winning Aldi’s Next Big Thing in 2022 with his free-from maize snacks. Crave has subsequently secured listings with Asda, Morrisons, Ocado and more recently, Sainsbury’s.
Standing up for inclusivity, Crave’s products are designed to be enjoyed by everyone. They are gluten-free, vegan, and free from milk, egg, and lactose, ensuring that individuals with dietary restrictions never experience that FOMO.
Its current portfolio includes Pickled Onion Noughties, Smokey Bacon Streakers, Hot & Spicy Hot Dawgs, Sir Spread-a-lot and The Bigger Dipper.