# Vegan-Friendly Toaster Waffles The Griddle Frozen Vegan Toaster Waffles Come in Three Varieties By Michael Hemsworth | Published 2022-02-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/frozen-vegan-toaster-waffles References: [foodbev](https://www.foodbev.com/news/griddle-launches-frozen-vegan-toaster-waffles/) & [wearegriddle](https://wearegriddle.com)  The Griddle frozen vegan toaster waffles are being launched by the brand in the UK to provide consumers with a way to enjoy a classic breakfast item with a modernized recipe. The waffles feature a vegan-friendly recipe that is also reported to contain 40% less sugar than the other varieties on the market, while also being made with 100% natural ingredients with no artificial flavors, colors or preservatives. The waffles are arriving in three flavors including Original, Chocolate Chip and Blueberry, which are priced at £2.50 for a 200-gram pack of six. Co-Founder of Griddle Ella Harland commented on the new Griddle frozen vegan toaster waffles saying, "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.” ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 26% | Activity: 67% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Vegan Toaster Waffles:** The trend towards plant-based eating is creating opportunities for vegan-friendly breakfast foods. - **Reduced Sugar Foods:** Consumers are seeking out products with lower levels of sugar, creating an opportunity for healthier breakfast options. - **Natural Ingredients:** The demand for natural and clean label products is driving innovation in the frozen breakfast foods market. ### Where This Applies - **Frozen Breakfast Foods:** The frozen breakfast market is ripe for innovation as consumers seek out convenient yet healthy options. - **Plant-based Foods:** The growth of plant-based eating represents a major opportunity for brands to develop new vegan-friendly products like the Griddle waffles. - **Bakery:** The bakery industry has an opportunity to develop innovative new products that address consumer demand for natural, reduced sugar and plant-based options. ## Related on Trend Hunter - [Grab-and-Go Protein Waffles](https://www.trendhunter.com/trends/superfood-waffle.md) - [Savory Whole Grain Waffles](https://www.trendhunter.com/trends/new-whole-grain-waffles.md) - [Ready-to-Eat Belgian Waffles](https://www.trendhunter.com/trends/st-pierre-belgian-waffle.md) - [Toaster-Ready Griddle Pancakes](https://www.trendhunter.com/trends/griddle-pancakes.md) - [Easy-to-Prepare Frozen Vegan Meals](https://www.trendhunter.com/trends/frozen-vegan-products.md) - [Fruit-First Frozen Waffles](https://www.trendhunter.com/trends/fruit-first-waffles.md) - [Grab-and-Go Waffle Packets](https://www.trendhunter.com/trends/liegestyle-waffles.md) - [Oat-Based Waffles](https://www.trendhunter.com/trends/joyffles.md) - [Strawberry-Flavored Toaster Waffles](https://www.trendhunter.com/trends/strawberry-waffles.md)