London-based HFSS-compliant frozen waffle brand Griddle has briefed Pressante to help it communicate its mission to create a premium, better for you, better for the planet brand in frozen bakery.
The fast-growing B Corp™ business which was set up by Ella Harland and Sophie McGregor as flatmates in 2019, has recently added c 300 Tesco stores to its list of mainstream, online and independent UK stockists and is on track to deliver over 150% increase on sales this year.
It has also just announced the successful completion of a second funding round, securing £500k to help further scale its operation.
Griddle has strengthened its leadership team with former CEO of St Pierre Bakery David Wagstaff joining as an investor and non-exec Chairman and Megan Harrison, former Marketing Director at St Pierre, Warburtons and Roberts Bakery on board as an NED.
Frozen food sales are growing rapidly, with 15.6% growth in 2023, far outperforming both chilled and ambient sectors, with challenger brands now making serious inroads in a traditionally non-brand-led space.
Frozen helps to tackle the major issue of food waste with 900,000 tonnes of bakery products thrown away every year. It also allows Griddle to stay true to its values around quality ingredients, avoiding artificial colours, flavours and preservatives.
Griddle has five product variants in market – Original Wholegrain, Blueberry, Choc Chop and two protein SKUs – all sold in packs of six.
David Wagstaff commented: “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.
“Sophie and Ella are streets ahead in commitment, can-do attitude and vision and there is category space and the opportunity to excel. The success of their products to date, proof of concept and expansion plan is impressive, with a growth pipeline of NPD, new customers and future investment.”
Megan Harrison agreed. She said: “Griddle has made significant progress and is a brand we can grow. We need to future proof its positioning now.”
Griddle’s current range is benefiting from retailers actively looking for healthier products under the legislation.
Sue Souter at Pressante commented: “We are delighted to be working with Ella, Sophie and the wider team – there is a lot of energy and experience and a fantastic market opportunity. We will be running a trade and consumer media engagement campaign to promote Griddle’s nutritious range and how frozen bakery v ambient is the way forward for a nutritious, delicious all day eating experience and to reduce waste.”
Sophie added: “The frozen food sector is changing, and the time is right for a higher quality, healthier bakery option to fuel busy lives and look after the planet at the same time.”
Griddle gained B Corp™ certification in September 2023.
The latest funding round was advised by Pannone Corporate.
