Griddle Pancake gains listings at Sainsbury’s

Griddle Pancake has gained listings for its range of wholegrain pancakes at Sainsbury’s stores nationwide.

The brand had previously been sold at independent retailers, including As Nature Intended, and will launch into Sainsbury’s stores on 20 November with a new range of products, which will replace the previous line-up of Cinnamon & Raisin and Banana Choc Chip.

The new pancake flavours include Lemon & Poppy Seed, Double Chocolate Chip and Original Wholegrain. They are made in an American style and contain 50% less sugar than the average American-style pancake, the brand said.

The launch follows work behind the scenes for Griddle Pancake, including the appointment of a new communications agency, a new co-packer and a new manufacturer.

“We’re really excited about the new products. It has taken a lot of hard work, but we’re really

happy with the outcome,” said Sophie McGregor, co-founder of Griddle Pancake.

“We really focused on bringing the new branding to life, taking on board what we learnt from customers, to offer something completely new to market. We’ve also tweaked the recipes to create new flavours that everyone loves.”

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