Free-from snack brand Crave will be making modifications to several of its products after receiving infringement notices from multinational food brands.

The brand’s product range includes crisps, chocolate bars and spreads that are vegan and free from gluten, milk and egg.

Products that are set to change this summer include its recently launched chocolate hazelnut spread, which the company debuted in May this year under the name ‘Notella’ – it will now be named ‘Sir Spread-a-lot’ in response to the infringement notice.

Also set to be renamed are its pickled onion maize flavoured snacks, soon to be renamed ‘Pickled Onion Noughties’ and its hot and spicy maize puffs, rebranded as ‘Hot & Spicy Hot Dawgs’.

The brand said that it has agreed to make the modifications rather than head into a costly legal battle, but pointed out that “mighty corporates” could be limiting consumer options in the British food and drink market, arguing that the success of challenger brands is key to ensuring innovation.

Crave founder Rob Brice said: “We operate in a very niche market of free from and vegan and so clearly very different products from mainstream brands. We don’t see there being any confusion between the two. We see this as an opportunity for us to have fun and get creative with some new ideas and will of course make the changes that we need to.”

Brice said that constraints of time and money make it difficult to take on bigger companies, adding that Crave is not a big threat to their success and simply aims to make ‘normal food’ available to everyone.

He concluded: “If you are coeliac, why should you be limited to the bland, boring, ‘cardboard’ snacks of the free-from aisle?”

The packaging changes will take place in August 2023.

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