The Rebrand: From Griddle to Griddle Bakery

Why We Became Griddle (frozen) Bakery

In 2019, we launched Griddle with a simple belief… that you shouldn’t have to choose between health and convenience when it comes to bakery. We took recipes inspired by our favourite breakfasts and set out to prove that change could be made in an industry so dominated by old fashioned products and brands… that bakery could be nourishing as well as convenient.

What we didn’t plan for was launching just as the world shut down entering covid.
Like everyone else, we were suddenly forced to slow down and look properly at the systems around us. And one thing became impossible to ignore.
So much of what’s sold as 'fresh' in supermarkets… isn’t actually that fresh at all.
Chilled and ambient bakery is built for shelf life, not real life. It looks good at first, but it goes stale quickly, creates waste, and often relies on ingredients that don’t belong anywhere near your breakfast table (additives, preservatives, chemical colours, flavours etc).

So, with what felt like an overnight decision (and a lot of spreadsheets, zoom calls and late nights), we pivoted the entire business into frozen. Frozen Changed Everything
At first, frozen felt like a risk. It wasn’t where 'good' bakery lived. It wasn’t where people expected to find quality. But the more we learned, the more obvious it became.

Frozen wasn’t the compromise. It was the future.

Freezing allowed us to keep food at its best without preservatives. It meant less waste, more flexibility, and bakery that actually worked around busy, unpredictable lives. It gave people the freedom to eat without guilt… and parents a fail safe they could always rely upon. To change the way the world thinks about bakery and create a new standard altogether.

Why We Rebranded

As we grew, one thing became clear… the brand needed to grow with us.
We wanted to expand beyond the waffles you know and love, and build a new bakery standard. So, we had to give the brand the same care and attention we give our food. So we spent the last year speaking to you, our loyal community, to truly understand what purpose Griddle served in your lives.

Finally evolving from just Griddle into Griddle Bakery.

Not as a rebrand for the sake of change, but as a way to build something that could last.
Something that could carry more than one product. Something that clearly said what we’re here to do. 

Designed From Scratch

Just like our recipes, we designed everything from scratch. We thought about how you actually use your freezer. How you move through supermarket aisles.
What makes something feel approachable rather than intimidating. We added chef notes, the same way we’d scribble tips in our own recipe books. We personalised touch points to inspire you to make every breakfast your own… sweet, savoury, quick, slow, however the day demands.

No rules. No judgement.

And then there’s the Yellow.

Our new signature colour is there for one simple reason… to bring a little brightness to your freezer and help you find us easily in busy frozen aisles. A quiet signal that when you spot Griddle Bakery, there’s something good waiting for you.

What Hasn’t Changed

What hasn’t changed is why we started. We still believe appetite is about more than hunger. It's about energy and joy. We’re still here to make bakery that works with life, not against it. Food that takes one thing off your plate, not adds another.
It’s about doing the best you can… and feeling good about it.

We really hope you love the the new Griddle Bakery as much as we do and we can’t wait to hear your feedback!