CRIMPiT is building on its 2023 success with a new Wrap launch and international expansion.
Colleagues and CRIMPiT founders Mike Harper and Ian Critchlow saw their unique toastie device take the UK by storm last year, thanks to its simple effectiveness at creating healthy and quick toasties.
The pair had the idea for the product when discussing the need to create quick low carb snacks for early morning sports meets. The product was a huge success and now, following consumer feedback, they have launched The CRIMPiT Wrap, securing listings in Lakeland, Robert Dyas and Oliver Bonas, and a launch in America.
An equally simple to use, high-quality product, the Wrap (which helps people create wraps without mess) has helped the company grow by 300% year on year – supported by a huge following on social media, celebrity endorsements and national coverage.
“Our customers are incredibly engaged with the brand and the toastie tool was very popular, but the recurring message from our customers was to invent a gadget that could be used with wraps,” explained Mike.
“The main issue with making wraps at home is the mess, as people struggle to fold and hold them effectively. We realised this was a genuine consumer need, so set to work to tackle the problem.”
The CRIMPiT Wrap (patent pending) was created in response, and launched with an RSP of £14.99. It is being supported with an influential social media strategy with millions of likes, as well as national TV advertising and consumer PR.
“Working from home and hybrid working has changed lunchtime for ever – but many store bought wrap offerings simply don’t offer the same quality, creativity, health benefits or cost-effectiveness as the CRIMPiT Wrap,” said Mike.
“We have over 100,000 members in the private Facebook Group sharing recipes, and thousands of five-star reviews on Trustpilot as the device helps people create neat and secure wraps to be enjoyed hot or cold – it’s very versatile. We’ve exciting plans ahead and 2024 will be a very busy year.”
The company supports Trussell Trust with monies from every sale and has raised over £45,000 so far and Mike and Ian are working closely with food waste companies as they grow and develop their proposition. The product is created in the northwest of England, where Mike and Ian both live.
