Buxton Interviews: Griddle

This week, we got to chat with Ella Harland and Sophie McGregor, founders of Griddle. Griddle is changing the way that families think about nutrition, by making healthy, gut-loving pancakes and waffles that have a positive impact on people and our planet. Ella and Sophie told us all about the dream Griddle was founded on, the best piece of advice they've received, and what they loved about working with BuxtonThreeTwo.

Who are you, and what do you do?

Hi! We’re Griddle. The baker shaker uppers. The flavour explorers and the health champions, founded by old flatmates and friends, Sophie and Ella. Griddle is calling for a bakery revolution, waging the war on the long-outdated industry and becoming the bakery of the future, fit for the modern consumer. We’re standing up to excessive amounts of sugar and championing whole grains, reducing food waste and addressing the use of non-recyclable plastic. We’re here to change the way that families and their children think about nutrition for the better, whilst making a positive impact on people and the planet. If you’re fed up with sugary, boring artificial beige-ness, then you’re part of our revolution too!

What’s going on over at Griddle at the moment?

Life in Griddle HQ is pretty hectic at the moment. We’re growing our sales listings with two nationwide retailers launching very soon, as well as a number of independent stores around the UK. We’re also growing our team, fundraising and developing new products, so there really isn’t a dull moment!

What inspired you to start Griddle?

Both Sophie and I are massive foodies. When we lived together we were always experimenting in the kitchen, making healthier versions of our favourite foods (normally brunch items), which led us to wonder why we couldn’t buy healthier alternatives in the supermarkets. So we decided to do something about it…!

If you could go back to the start of your Griddle journey, is there anything that you’d do differently?

Good question! I don’t think there’s one particular thing we would do differently as every mistake we made we have learnt something from.

I think I would try and think differently by trying not to sweat the small stuff so much and remembering to ask for help when needed. The start-up food and drink world is so friendly with a lot of people who have been through what you are going through and so there’s always someone who can help or give advice!

What’s the best piece of advice you’ve ever received?

Don’t wait until it’s perfect or else you’ll never do it.

I think it’s so easy when it’s your own company to want everything to be absolutely perfect when you launch, but in reality, that is rarely the case. Getting something out there, getting feedback and then making tweaks is a much better route to go down!

Sophie, if Ella were an animal, which animal would she be?

A Zebra, they are just quite cool animals.. and also everyone loves Marty!

Ella, if Sophie were an animal, which animal would she be?

A racehorse. She’s super hardworking and perseverant. Oh, and she loves running!

If you could only eat one meal again for the rest of your life, what would it be?

A roast dinner with ALL THE TRIMMINGS, so there’s lots of variety. (And pancakes ofc!)

How was your experience working with Buxton?

Working with Buxton was great. They were really supportive of our business and the early stage we were at. They really took the time to understand us and helped us to refine our brand proposition. Since working with Buxton we have received really great feedback from buyers on our packaging and it has definitely helped accelerate our business to the next level. Thanks Buxton!!

*Find out how we delivered a strategic rebrand for Griddle, here.

If you’ve got a brand with a story to tell, get in touch with us at buildbrands@buxtonthreetwo.com*