Crave

Crave is a UK-based free-from food brand that specializes in providing vegan and gluten-free snacks and treats. The company focuses on creating alternatives to traditional snacks, aiming to offer high-quality, tasty options for consumers with dietary restrictions. Crave's product range includes various snacks such as maize puffs, spreads, and frozen desserts. In June 2024, the company launched its first frozen product, CRAVE Dodoughs, a pack of six sugar ring doughnuts that are vegan, gluten-free, and dairy-free. These doughnuts feature air fryer instructions on the packaging and can be prepared in just five minutes. In April 2024, Crave introduced a nut-free alternative to peanut butter made from sunflower seeds, catering to those with peanut allergies. The company also offers gluten-free and vegan sandwich cookies, which were launched in December 2023. Crave's products are available in major UK retailers such as Sainsbury's, Morrisons, Asda, and Aldi. The brand has faced challenges with product naming, having to rebrand some of its offerings due to infringement notices from larger companies. Despite these setbacks, Crave continues to innovate and expand its product line to meet the growing demand for inclusive, allergen-free snacks.

Key customers and partnerships

Crave has secured listings with several major UK retailers. In 2022, the company successfully gained a listing at Asda after placing an advertisement outside the chain's headquarters. Later that year, Crave won the TV show Aldi's Next Big Thing, resulting in its largest order to date from the retailer. The brand's presence in Sainsbury's and Morrisons, with the launch of its Dodoughs product in June 2024, further demonstrates its expanding customer base in the UK retail market.