Crave

Crave is a UK-based free-from food brand that specializes in providing vegan and gluten-free sweet and savory snacks and treats. The company focuses on creating alternatives to traditional snacks, aiming to offer high-quality, tasty options for consumers with dietary restrictions. 

As of October 2024, Crave's product range included various snacks such as maize puffs, smoked bacon, pickled onion, chocolate and peanut spreads, and frozen desserts.

In May 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, launched in December 2023. 

Furthermore, in May 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. The doughnuts feature air fryer instructions on the packaging and can be prepared in five minutes. 

The Crave brand faced challenges with product naming, having to rebrand some of its offerings due to infringement notices from larger companies, like Pepsico. However, Crave continued to expand its gluten-free product line.

Key customers and partnerships

As of October 2024, Crave secured listings with several major UK retailers. In September 2022, the company successfully gained a listing at Asda after placing an advertisement outside the chain's headquarters. Later that year, in November 2022, Crave won the TV show Aldi's Next Big Thing, resulting in its largest order to date from the retailer. 

Crave also launched its Flamin’ Hot Wots’inits across 332 Morrisons supermarkets in April 2023, and in September that year, secured listings in selected Sainsbury’s stores for its Pickled Onion Noughties and Hot & Spicy Hot Dawgs.