Ella Harland, co-founder of Griddle, joins Ollie Lloyd on The Food Talk Show to discuss how Griddle challenges the status quo in the bakery aisle. If you have ever looked at the back of the pack of pre-made bread, croissants or waffles, you know what the baseline is (and it's not good). Griddle produces products that are as close to homemade as possible, focusing on simple, wholesome ingredients without the nasties. Food waste in bakeries is genuinely shocking, and its clear that by embracing frozen products, the brand can help consumers reduce food waste and have items that don’t need preservatives.
Griddle's range started with waffles, featuring whole grain and protein-rich options, and is planning to expand into pancakes and croissants. As expected, the brand has a clean-label philosophy and is committed to sustainability. Not surprisingly, it is a B-Corp and is being very well received by retailers who see it as a truly differentiated offering. Ella even dares to imagine a time when freezers aren’t just at the back of stores but integrated into aisles, which could genuinely change how consumers think about bakery.
They are also keen to democratise quality food and with a punchy price point of only £2.00 for six waffles at Asda, they are also targeting a broad consumer base rather than the usual Waitrose foodie. One senses exciting times lie ahead for this team.
Edited: Stella Gent
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