Divider

A brief rewind...

Like a lot of businesses, this one starts with a problem we couldn’t ignore. But to tell it properly, we need to briefly rewind about 20 years.

Long before spreadsheets, supermarket pitches or waffle irons, there were two girls who loved good food. Simple ingredients. Wooden spoons. Questionable apron choices*.

*(yes, that is a Sainsbury’s plastic bag fashioned as an apron).

2016

Fast forward to 2016. By pure chance, Ella and Sophie ended up in a London flatshare together. Both self-confessed food lovers, and sport enthusiasts, we bonded quickly over cooking and runs together.

But as work got busier and life more chaotic, we kept running into the same frustration: why did health come at the cost of convenience and taste?

We saw food get faster without getting better. Everything pre-made in the supermarket bakery aisle was convenient, but full of sugar, additives, preservatives and poor-quality ingredients we’d never use at home.

2019

So we started experimenting from the kitchen in our London flat. Small batches, testing them out at local cycling clubs, stalls, local shops. Testing, tweaking, starting again. What began as weekend experiments slowly over time became a side hustle and Griddle began.

2020

At this point we had been just about to launch our first products, pancakes into the chilled aisles of a major retailer when the first covid lockdown came around. This threw our launch on its head and made us stop and pause. It was during this period that we (and so many others) started utilising our freezers more. This got us thinking, so much of what’s sold as 'fresh' really isn’t fresh at all. Chilled and ambient bakery is built for shelf life, not real life. It goes stale, creates waste, and relies on chemical additives that don’t belong near your breakfast table.

And so we pivoted, completely, into frozen.

2022

If you've made it this far, then well done... we're nearly there, promise!

In 2022 we secured funding, quit our other jobs and went full time and all in on Griddle, launching our range of frozen waffles into Whole Foods Market, followed by Ocado.

2023 onwards

Over the last few years we have grown into new retailers (hello Tesco!, Dunnes, Zapp, Morrisons) and brought out our high protein range.

In 2025 we built our team (we might be biased but we think they're the best) and also finally put some work into a re-brand which is what you see today. We have a lot of exciting newness coming in 2026 including new products and new retailers! We hope you stick along for the ride - we love having you.