Griddle, a pioneering brand in the frozen bakery sector, has been revolutionizing the way people think about healthy treats since its inception in 2019. Founded by Sophie McGregor and Ella Harland, Griddle is driven by a shared passion for healthy brunch options and a frustration with the lack of quality, pre-made bakery products available in supermarkets. The brand’s mission is to make better-for-you treats accessible by focusing on reducing sugar, using whole grains, and minimizing food waste and non-recyclable plastic. With its innovative approach and commitment to sustainability, Griddle is changing the face of the frozen bakery industry.
The Birth of Griddle and its Mission
Sophie McGregor and Ella Harland co-founded Griddle in 2019, driven by their desire to create healthier alternatives to traditional frozen bakery products. The brand’s flagship product is toaster waffles made with high-quality, natural ingredients, lower in sugar, and high in whole grains, and free from artificial preservatives and flavors. Griddle’s products are designed to provide a healthier alternative to traditional frozen bakery items, emphasizing convenience and taste. As Sophie McGregor notes, “We’re here to change the way that families and their children think about nutrition for the better, whilst making a positive impact on people and the planet.”
Revolutionizing Frozen Bakery with Healthy Treats
Griddle’s product line is centered around its toaster waffles, which have been a hit since their launch in 2019. The company is also developing a protein-focused product line to expand its offerings, capitalizing on the trend towards healthier breakfast options as seen in the growing demand for protein waffles. Griddle’s products are made with natural ingredients and are free from artificial preservatives and flavors. By providing healthier alternatives to traditional frozen bakery items, Griddle is making a positive impact on the food industry. As the company continues to grow, it is likely that we’ll see more innovative products from Griddle, such as those featured in the Grubby B Corp recipe range.
Sustainability at the Core of Griddle’s Mission
Griddle is committed to sustainability, having achieved carbon neutral status through efforts to reduce emissions and offset remaining carbon footprints. The company focuses on reducing food waste and using recyclable packaging to minimize environmental impact, similar to the eco-friendly approaches seen in the use of eco-products like Veda containers. Griddle is also aspiring to achieve B Corp certification, aligning its business practices with social and environmental responsibility. By prioritizing sustainability, Griddle is setting a positive example for the frozen bakery industry.
Expanding Reach: Retail Partnerships and International Growth
Griddle has secured listings with major retailers including Morrisons, Ocado, Whole Foods, and Dunnes Stores, and is set to launch in Tesco, further expanding its reach into major supermarkets like those featured in the Whole Foods Supplier All-Stars 2024. The brand has also expanded internationally, with a presence in the UK, Ireland, and the Netherlands. The recent £500,000 funding round in June 2025 will support product innovation, team growth, and further expansion into new markets, including potentially the APAC region where there’s a growing interest in healthy staple foods.
Recognition and Future Aspirations
Griddle was a finalist in the Great British Entrepreneur Awards 2023, recognized for its innovation in the frozen bakery sector and commitment to sustainability. The brand continues to push boundaries in the industry, with plans for new product launches and further market expansion. As Griddle looks to the future, it is likely that we’ll see the company continue to prioritize sustainability and innovation, potentially leading to new opportunities for businesses to submit their dessert recipes or for consumers to explore new products. For those interested in supporting businesses like Griddle, consider visiting our business directory to discover more innovative companies. You might also enjoy shopping for foodie-themed apparel at our churro & foodie-themed apparel shop.