Proudly frozen. Yes, really.

For years, supermarket bakery has told us that “fresh” means sitting on a shelf, slowly going stale, padded out with preservatives to make it last. Well we’re calling time on that and looking to the power of our freezers for keeping things actually fresh. Want to find out more? Then read on. TLDR? Short answer, frozen is the future and actually much more fresh.

Frozen flexibility

Life doesn't operate on a schedule. Neither should your food.

Frozen means you can:

✓ Never worry about expiry dates
✓ Make exactly what you need, when you need it
✓ Reduce food waste guilt
✓ Toast breakfast at 6am or noon (we don't judge)

From freezer to fresh, in the time it takes to find a missing shoe.

Locks in Freshness

Freezing pauses time at peak quality. Nothing goes stale. Nothing loses flavour. It's basically nature’s pause button.

No Preservatives

Frozen is the preservative. We don't need to add ingredients you need a chemistry degree to pronounce to extend shelf life.

Nutritional Quality Retained

Freezing maintains vitamins, minerals, and all the good stuff. With fresh food, over time, the vitamins can degrade and lose quality.

No more food waste

Here's a sobering fact: More than 1/3 of food produced globally is wasted. That's 52 tonnes per second or the weight of 4.5 double decker buses, every single second.

Baked goods are near the top of that list. Waste throughout the supply chain, products leftover on shelves, mouldy bakery in the bread bin at home.

Frozen changes this. No more "use by tomorrow" panic. No more throwing away stale products. No more guilt about waste. Just food that stays fresh until you're ready for it.

We're not saving the world one waffle at a time, but we are doing our bit to reduce the crazy amount of food that gets binned.