Carbon Neutral

From day one our mission has been (and still is) to create a better-for-you bakery that’s also better-for-planet.

The quote below is from the opening speeches at COP27, succinctly highlighting the urgency of the situation.

“Greenhouse gas emissions keep growing. Global temperatures keep rising. And our planet is fast approaching tipping points that will make climate chaos irreversible, we are on a highway to climate hell with our foot on the accelerator.” U.N. Secretary-General Antonio Guterres

Change needs to happen and it needs to happen now.

We’re still a young and relatively tiny business in the grand scheme of things, but we want to make sure we are doing things the right way from the get-go, and holding ourselves accountable as we grow. We’re making sure our impact on the environment, our community and our team is embedded into our roots and not just an afterthought. We don’t just want to talk the talk (or waffle the waffle) but actually live and breathe our value of being pioneering, leading the path towards a better way of supermarket bakery, (which is traditionally pretty old fashioned and out of touch).

That's why we are the first (and currently only) carbon neutral bakery brand available in the major UK supermarkets.



The first step in becoming carbon neutral was to measure the carbon footprint of our waffles. To do so we worked with reputable third party experts, Climate Partner.

Unsuprisingly, given that we are a product-based business, over 99% of our emissions come from our supply chain. We have worked out that 1 packet of our waffles produces 278.56 grams of CO2. A safety margin of 10 % is then added to the total to ensure that all ensuing emissions are offset within the system boundaries. As a result, any potential doubts that inherently arise regarding the underlying data are offset, e.g., through the use of database values, assumptions or estimates, making the total 306.41g of CO2 per product sold.

Reducing First, Offsetting Second


Whilst offsetting helps, it is not a long-term solution. This is why focussing on reduction is a must.