Why we use Wholegrains in our Everyday Range

Let's talk about flour. Thrilling stuff, we know, but stick with us..

When it comes to our everyday waffles, the ones you pull out of the freezer on busy mornings, post-gym, pre-school-run, after school snacks, we use wholegrain flour on purpose. These waffles aren’t just an occasional treat, they’re the ones that tend to become part of people’s routines. So we decided to use wholegrain - something that brings flavour, texture and a little more nutritional value (hello fibre). 

Let's start with a bit of anatomy. Wholegrains are made up of three parts. The bran (the outer layer), the germ (the nutrient-packed core), and the endosperm (the starchy middle bit). When flour gets refined into white flour, they strip out the bran and germ which is where most of the good stuff lives, and you're left with just the starchy endosperm.

Wholegrain flour keeps all three parts intact. Which means you get the fibre, the B vitamins, the iron, the protein. Using the wholegrain makes it a complex carb, so when you eat it there is less of a blood sugar spike. 

"But doesn't wholegrain taste… you know… healthy?"

We get it. Wholegrain has a reputation. Dense, worthy, tastes-like-cardboard vibes. 

But done properly? Wholegrain adds a depth of flavour that refined flour simply can't match. There's a nuttiness, a richness, an actual taste beyond just "sweet and fluffy." 

The fibre factor

Most of us don't get enough fibre. And fibre matters; it keeps you fuller for longer, helps your digestive system actually function, and stops that blood sugar rollercoaster that leaves you face-down in a biscuit tin by 3pm.

Wholegrain flour has about three times more fibre than white flour. Which means our waffles aren't just breakfast, they're breakfast that actually keeps you going until lunch. 

But why does this matter for frozen bakery?

The frozen food aisle has a bit of a reputation problem. A lot of products lean hard on processing, additives, and general corner-cutting.

We think that's rubbish. Frozen should mean convenient, not compromise. You should be able to grab something from your freezer that's made with proper ingredients - the kind you'd use yourself if you had the time.

The bottom line

We use wholegrain flour because we believe you shouldn't have to choose between convenient and nutritious. Between tasty and actually good for you. Between quick and quality.