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Griddle launches frozen vegan toaster waffles
Lauren Ford

Lauren Ford

14 February 2022

Griddle launches frozen vegan toaster waffles

Frozen baked goods company Griddle has introduced new frozen vegan toaster waffles, adding to its portfolio of easy baking products. The waffles are available in three variations – original, blueberry and chocolate chip. The products are HFSS compliant and contain 40% less sugar than the average waffle. They're made using 100% natural ingredients and also contain no artificial colours, flavours or preservatives. Ella Harland, co-founder of Griddle, said: "In the US, the market for toaster waffles is worth over $2.6bn, yet here in the UK there is a limited range of highly processed, ambient products which are poor quality and have a short shelf life. We believe that with the help of our retailer partners, we can bring something truly innovative to this market. The launch is also a key next step towards achieving our overall aim – to become the household frozen bakery brand." The releases are available for an RRP of £2.50 per 200g pack of six waffles. Morrisons will stock two products from the three strong range (original and chocolate chip) while Ocado will stock all three from 14 March.

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