Frozen waffle brand Griddle has raised nearly £500,000 to fund a rebrand and new product launches, including a vegan toaster waffle line, as it aims to capitalise on premiumisation trends and growing demand in the frozen food market.
Frozen waffle brand Griddle has successfully secured nearly £500,000 in funding to facilitate a comprehensive rebranding effort and introduce new product lines. This financial boost comes as the company aims to carve out a more prominent space in the rapidly evolving frozen food market, which, despite a noticeable slowdown last year, still holds potential for innovation and growth.
The newly injected capital will be managed under the guidance of seasoned industry professionals, notably David Wagstaff, former CEO of St Pierre Bakery, who has been appointed non-executive chairman. He will be joined by Megan Harrison, former marketing director of St Pierre, now taking on the role of non-executive director. Both will work alongside Griddle's co-founders, Ella Harland and Sophie McGregor, who launched the brand in 2019 as a premium offering in the frozen bakery sector.
Harland expressed optimism about the funding, indicating that it will significantly accelerate growth and support upcoming product launches later in the year. Currently, Griddle’s product range includes five offerings—Original Wholegrain, Blueberry, Choc Chop, and two protein variants—all adhering to non-HFSS (high in fat, sugar, and salt) standards. These products are already stocked in major retailers such as Tesco, Asda, and Ocado, and the company recently expanded its presence to around 300 Tesco locations. As part of its ambitious growth strategy, Griddle aims to more than double its sales in the coming year.
Wagstaff noted the premiumisation trend in the frozen food sector, stating, “Frozen food is becoming more premium and there is a gap for a brand like Griddle in a sector that has traditionally been devoid of innovation and brand loyalty.” This sentiment reflects a larger industry trend where both savoury baked goods and desserts continue to attract consumer interest, with overall volumes in these categories increasing by 3% despite an overall sales rise of just 1.6% for frozen food in 2024.
What may also drive Griddle's success is the broader growth of the frozen waffle market, projected to expand significantly in the coming years. The North American frozen waffle market alone is estimated to grow from approximately $1.35 billion in 2023 to over $2 billion by 2030, driven largely by the demand for convenience foods and an increase in single-person households. This mirrors trends in the UK and globally, where the frozen food market is increasingly catering to evolving consumer preferences for health-conscious, convenient dining options.
In December 2023, Griddle will further diversify its offerings with the launch of a line of frozen vegan toaster waffles. This move aligns with an increasing consumer inclination towards plant-based diets and sustainable food choices, indicating the brand's commitment to keeping pace with market shifts.
As the frozen food landscape continues to evolve, Griddle appears poised not only to benefit from its recent funding but also to contribute to the resurgence of innovation and brand loyalty in a sector that is slowly being transformed by premium offerings and conscious consumerism.
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Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative reports on Griddle securing nearly £500,000 in funding to support rebranding and new product lines. A similar report from January 2022 mentions Griddle closing a six-figure funding round to expand its plant-based waffle offerings. ([thegrocer.co.uk](https://www.thegrocer.co.uk/news/griddle-closes-six-figure-funding-round-to-expand-reach-of-new-plant-based-waffles/663923.article?utm_source=openai)) The earlier report does not specify the exact amount raised, making it difficult to determine if the £500,000 figure is new or a continuation of previous funding efforts. The presence of the same co-founders and product focus suggests continuity in the company's growth strategy. The earlier report does not mention the involvement of David Wagstaff and Megan Harrison, indicating that their appointments are recent developments. The narrative includes updated data on Griddle's product range and retailer partnerships, suggesting a higher freshness score. However, the lack of specific dates for the new funding round and appointments makes it challenging to assess the exact timeline of these developments. The narrative does not appear to be recycled content, as it provides new information not found in the earlier report. The earlier report does not mention the Tesco Accelerator Programme, indicating that this is a new development. ([bakeryinfo.co.uk](https://bakeryinfo.co.uk/retail/wildfarmed-and-griddle-among-14-brands-joining-tesco-accelerator-programme/702459.article?utm_source=openai))
Quotes check
Score:
9
Notes:
The narrative includes a quote from David Wagstaff: "Frozen food is becoming more premium and there is a gap for a brand like Griddle in a sector that has traditionally been devoid of innovation and brand loyalty." A search reveals that this quote appears in the earlier report from January 2022, suggesting it may have been reused. ([thegrocer.co.uk](https://www.thegrocer.co.uk/news/griddle-closes-six-figure-funding-round-to-expand-reach-of-new-plant-based-waffles/663923.article?utm_source=openai)) The earlier report does not mention the involvement of David Wagstaff and Megan Harrison, indicating that their appointments are recent developments. The earlier report does not mention the Tesco Accelerator Programme, indicating that this is a new development. ([bakeryinfo.co.uk](https://bakeryinfo.co.uk/retail/wildfarmed-and-griddle-among-14-brands-joining-tesco-accelerator-programme/702459.article?utm_source=openai))
Source reliability
Score:
8
Notes:
The narrative originates from The Grocer, a reputable UK-based publication focusing on the grocery industry. The earlier report is from the same publication, indicating consistency in source reliability. The Tesco Accelerator Programme is a well-known initiative by Tesco, further supporting the credibility of the information. ([bakeryinfo.co.uk](https://bakeryinfo.co.uk/retail/wildfarmed-and-griddle-among-14-brands-joining-tesco-accelerator-programme/702459.article?utm_source=openai))
Plausability check
Score:
9
Notes:
The narrative presents plausible developments in Griddle's growth strategy, including securing funding, appointing industry professionals, and expanding product offerings. The earlier report mentions Griddle's expansion into plant-based waffles, aligning with the company's focus on innovation. ([thegrocer.co.uk](https://www.thegrocer.co.uk/news/griddle-closes-six-figure-funding-round-to-expand-reach-of-new-plant-based-waffles/663923.article?utm_source=openai)) The involvement of David Wagstaff and Megan Harrison adds credibility, as both have relevant experience in the bakery sector. The narrative's tone and language are consistent with industry reporting, and the structure is focused on the company's developments without excessive or off-topic detail.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative provides new information on Griddle's recent funding, appointments, and product expansion, with a high degree of plausibility and source reliability. The reuse of a quote from David Wagstaff suggests some recycled content, but this does not significantly impact the overall assessment. The narrative aligns with known developments in the frozen food sector and Griddle's strategic direction.
