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British 'free from' snacks specialist Crave is expanding its biscuit portfolio with the launch of what are claimed to be the 'UK’s first' gluten-free and vegan pink wafer biscuits, Pink Cheetah Wafers.

The new product features pink wafers filled with vanilla cream, tapping into the rising consumer trend of nostalgia-driven purchases and the growth of the sweet biscuits market.

It also responds to growing demand for allergen-free foods, with recent data from the UK Food Standards Agency and AllergyUK showing that one in 20 UK adults have a confirmed food allergy, nearly one-third have food sensitivities, and one in 12 young children are affected by food allergies.

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.”

Crave's Pink Cheetah Wafers are available in Sainsbury’s from 19 April, debuting in 16-packs of biscuits with an RRP of £2.