Crave expands free-from range with first multipack crisp launch

Crave has added two new multipack crisps to its selection of savoury snacks: Beef Rotaters, which are gluten-free and vegan beef-flavoured potato hoops, and Cheezy Shuffles, which are a vegan and gluten-free version of cheese-flavoured potato spirals. Both snacks are made to provide nostalgic, strong flavours to lunchboxes and daily nibbling, and they come in multipacks (5 x 18g bags, RRP: £2.75).

Cheezy Shuffles are available now in 250 Sainsbury’s stores nationwide whilst Beef Rotators are set to launch in 500 Sainsbury’s stores on 22nd July.

Crave’s new duo snack launch is the first multipack format from the brand, and answers growing consumer demand for affordable indulgence, convenience, and nostalgia. The multipack format fills a gap in the free-from snack category, particularly for children, and provides a cost-effective way for families to enjoy tasty, allergen-safe snacks.

With 28% of UK consumers actively seeking nostalgic snacks for comfort (FMCG Gurus Trend Digest, 2025), Cheezy Shuffles and Beef Rotaters tap directly into the emotional power of food with its familiar flavours and fun shapes.

Rob Brice, founder of Crave, noted that Cheezy Shuffles and Beef Rotaters are designed to bring bold flavour and nostalgic comfort in a convenient free-from format.

“They are everything we believe snacks should be – fun, flavour-packed, and inclusive,” Brice said. 

“We wanted to create something that brings people joy, no matter their dietary needs. There are very few free-from multipack snacks on the market and as shoppers turn to smaller packs to save on costs, it made sense for our next launch to fill this gap so kids and adults with allergies or intolerances don’t feel like they’re missing out.”  

The launch comes as the UK savoury snacks market continues to expand, with the category valued at £42.9 billion in 2024 and forecast to grow by 3.3% annually over the next decade (Expert Market Research, 2024). In parallel, the free-from food market is worth £3.9 billion in the UK alone (Kantar Worldpanel, 2024), as more consumers seek allergen-safe, plant-based alternatives that don’t compromise on taste.

Cheezy Shuffles and Beef Rotators follow the successful rollout of Crave’s award-winning Pink Cheetah Wafers launch of the UK’s first gluten-free and vegan pink wafer biscuit into Sainsbury’s in April 2025.