Griddle launches trio of plant based toaster waffles

Griddle, pioneers of plant-based frozen baked goods, has announced the launch of a trio of toaster waffles into national retail.

The brand has secured a listing for the full range – Original, Blueberry and Chocolate Chip (RRP: £2.99/200g pack of six) with Whole Foods as well as a host of independents via distributors including CLF, SUMA and Stratford Fine Foods.

From this week Morrisons will also stock two products from while Ocado is confirmed to take all three SKU’s.

Griddle said the range of frozen waffles are the UK’s first and only vegan waffle. Designed for the toaster and ready to eat in less than two minutes, they are the first product range of their kind.

HFSS compliant, they contain 40% less sugar than the average waffle, 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 £400,000 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.

McGregor said: “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.”

Harland 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. The launch is also a key next step towards achieving our overall aim; to become THE household frozen bakery brand.”