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Griddle Bakery makes pastries without preservatives

UK brand Griddle Bakery makes frozen, clean-label pastries without UPF ingredients. “Frozen often means fresher, cleaner, and less wasteful,” it says.

The frozen food aisle is particularly popular with conscious consumers wanting baked products that satisfy their need for convenience, health and taste – without ultra-processed food (UPF) ingredients, according to UK manufacturer Griddle Bakery.

“We’re seeing a big shift toward freezer-first thinking, recognising that frozen often means fresher, cleaner, and less wasteful,” said Ella Harland, co-founder of Griddle Bakery, a small UK manufacturer that produces clean-label, frozen baked goods.

Frozen and fibre-packed; clean label and convenient

UK-based Griddle Bakery was born out of the frustration of having to choose between health and accessibility down the baked goods aisle.

Co-founders Ella and Sophie decided on the frozen aisle after struggling to find options with the taste and nutritional benefits of home cooking. The duo launched their brand in 2016 after asking: ‘Why did health come at the cost of convenience and taste?’

“Sophie and I are both keen cooks and also very into our sport, so we really care about fuelling ourselves well,” said Harland. But with busy, on-the-go lives, the co-founders and flatmates found it difficult to make the time to cook from scratch all of the time.

The Griddle Bakery founders wanted to create a range of bakery products that were as high-quality and healthy as homemade, just without the hassle. “We found that supermarket bakery offerings in the ambient aisles were completely outdated and not suited to the modern consumer – full of long ingredient lists, artificial preservatives, additives, emulsifiers, and high in sugar,” said Harland.

Focusing on the frozen aisle enables Griddle Bakery to create recipes that they would at home, locking in peak freshness without chemical preservatives.

Formulating frozen baked goods for the 2026 shopper

Transparency from food manufacturers is a core consumer expectation.

“In 2026, people expect more honesty and fewer trade-offs,” said Harland.

With the ultra-processed food (UPFs) debate particularly prominent, Griddle Bakery has found that consumers are looking for recognisable ingredient lists containing whole foods, not artificial preservatives, emulsifiers, or additives. Shoppers are also looking for flexibility and versatility. Products need to work for the whole family, whether for breakfast, snacks, post-workout, or after school.

When consumers go to Griddle Bakery for clean-label products, they typically want to know about their formulations’ authenticity. “Our customers want food that makes better choices feel doable,” said Harland.

Their top questions often revolve around asking, ‘What’s really in this?’, ‘Will my family actually eat it?’ and ‘Is it quick and convenient?’.

“People want to know that it’s made with real ingredients, that it tastes genuinely good, and that it fits around chaotic schedules,” Harland added.

Researching, developing and producing frozen baked goods that fit into the clean and convenient category pose key obstacles, particularly as the niche segment is relatively new.

“The biggest challenge is doing clean-label properly at scale,” said Harland.

Fostering frozen baked opportunities in 2026

Kicking off 2026, in January, Griddle Bakery launched its Brioche French Toast.

Looking ahead to the rest of the year, the frozen bakery business has multiple retailer listings lined up, indicating the desire for products that blend health, convenience and taste. Griddle Bakery will also continue to expand its clean-label range, extending from its core waffle range into the wider frozen bakery category.

“Ultimately, we’ll continue to focus on building a new standard for bakery and bringing more customers into the frozen bakery category,” Harland added.