21st March 2025
Having launched into Tesco earlier this month, Frozen bakery pioneer, Griddle, has now joined the most recent cohort of Tesco's Accelerator - the retailer’s exclusive programme designed to nurture the most exciting challenger brands in the UK grocery market.
Griddle’s entry into the Accelerator marks a significant milestone for the brand, which has already disrupted the frozen aisle with its innovative approach to healthier, frozen bakery products. Known for its range of waffles made with natural ingredients and up to 50% less sugar than traditional alternatives, Griddle is on a mission to create a better bakery – one that delivers on taste, nutrition, and sustainability.
By joining the Accelerator, Griddle will gain access to tailored mentoring, data insights, and collaborative opportunities across Tesco’s teams, helping the business scale more effectively within the UK’s largest supermarket. The programme is renowned for supporting brands that are changing the game in their category – a mission that aligns perfectly with Griddle’s ethos.
“We’re thrilled to be part of the Tesco Accelerator,” said Sophie McGregor, co-founder of Griddle. “It’s an exciting opportunity to build on the success of our launch and bring frozen bakery to more households across the UK. Being able to tap into Tesco’s expertise and resources is a huge step forward for our brand.”
Griddle’s frozen waffles – now available in Original and Blueberry at Tesco stores nationwide – offer a more sustainable alternative to traditional bakery by eliminating waste through a frozen-first, zero-waste supply chain. It’s part of a broader movement toward more conscious consumption, where convenience no longer comes at the expense of quality or the planet.
With new listings, exciting product innovation in the pipeline, and now the support of the Tesco Accelerator behind them, Griddle is on track to redefine what modern bakery looks like – one freezer at a time.