Griddle has secured Asda listings for the original and blueberry variants of its vegan and HFSS-compliant frozen toaster waffles.
Set to be stocked in Asda freezers nationwide from October, the plant-based waffles are made with a wholegrain flour and are high in fibre while containing up to 40% less sugar than typical ambient waffles.
Both waffle flavours will be available in packs of six, with prices to be confirmed – Ocado sells either pack for £3.
London-based challenger brand Griddle noted its products are manufactured in Belgium, the ‘home of the waffle’. Ready to toast straight from the freezer, they offer the perfect blend of convenience and nutrition, it said, describing them as a game-changer for anyone seeking a healthy, delicious breakfast or brunch in minutes.
Griddle claims to be the first (and currently only) carbon neutral bakery brand available at major supermarkets in the UK, and gained B Corp certification in September last year.
“We’re thrilled to partner with Asda for this exciting launch,” commented Griddle co-founder Sophie McGregor, who established the bakery startup with her flatmate Ella Harland in 2021. “The frozen food sector is rapidly evolving, shedding its old image of cheap, processed products and making way for high-quality, fresher options like ours.”
“Our waffles are frozen at peak freshness, ensuring the best quality every time. Plus, with no artificial colours, flavours, or preservatives, you can trust that what you’re eating is as wholesome as it is tasty – no more forgotten, stale waffles at the back of your cupboard,” McGregor added.
Griddle launched its first frozen range of vegan waffles at Whole Foods Market stores in early 2022, picking up an Ocado listing a few months later and later adding Dunnes, Amazon Fresh, and Jumbo. Its new protein range, offering 10g of protein per serving, was launched into Ocado at the start of 2024.
McGregor revealed the company was on track for sales growth of more than 120% this year, with new products in the pipeline including an apple & cinnamon variety set for a 2025 roll out. Griddle will also look to expand its team of two by recruiting a head of international sales and head of marketing next year.
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