Mrs Crimble's is offering her wares in a new category with the launch of a pair of fruit smoothies made with soya. It is the first time the brand will be seen on products other than cakes and biscuits.
In Waitrose from Monday, the orange & mango and strawberry & banana drinks come in one-litre cartons - priced at £2.49, which is halfway between fruit juices and premium yoghurt smoothies - and 330ml bottles.
On-pack notes flag up soya's benefits as a source of amino acids, said to boost heart health and reduce cholesterol.
The existing range is either wheat, gluten, dairy or egg-free. Jeremy Woods, MD of brand owner Stiletto Foods, said people with a food intolerance shouldn't be victmised, adding: "Our products taste great and can be enjoyed by everyone."