Plant-based frozen baked goods firm Griddle has launched of a trio of toaster waffles into national retail. From this week Morrisons will stock two products from the three strong range, Original and Chocolate Chip across 200 stores (RRP: £2.50 / 200g pack of six). Ocado is confirmed to take all three SKU’s; Original, Blueberry and Chocolate Chip from 14th March (RRP: 2.99 /200g pack of six). The brand has also secured a listing for the full range with Whole Foods as well as a host of independents via distributors including CLF, SUMA and Stratford Fine Foods.
Griddle’s range of frozen waffles are the UK’s first and only vegan waffle. Designed for the toaster and ready to eat in less than 2 mins, they are the first product range of their kind, claimed Griddle. They HFSS compliant, contain 40% less sugar than the average waffle, and are made using 100% natural ingredients and contain no artificial colours, flavours or preservatives. True to Griddle’s vision that frozen is the future, the waffles offer zero food waste.
The listings follow recent investment news as the brand closed a £400K seed funding round following its pivot into frozen plant-based bakery. The money will be used to support their expansion in the UK.
Launched to market in 2019 by ex Vita Coco and Pip & Nut employees Sophie McGregor and Ella Harland, the brand is already available in Sainsbury’s, Whole Foods, Amazon Fresh.
Co-Founder Sophie said: “We’re so pleased to have the support of both Morrisons and Ocado as we start to build distribution for our frozen range. As well as driving sales, these new national listings are integral in helping us build our overall brand awareness as we focus more on our frozen product portfolio, which we believe is our future.”
Co-Founder Ella added: “In the US, the market for toaster waffles is worth over $2.6bn, yet here in the UK there is a limited range of highly processed, ambient products which are poor quality and have a short shelf life. We believe that with the help of our retailer partners, we can bring something truly innovative to this market.”