It’s a common question and one we’ve looked into a lot. The majority of us no longer buy local, we don’t buy seasonal and we expect our supermarket to have it all. But as they say, ‘you can’t have your cake and eat it’.

We’re big fans of the freezer. We stumbled across this unsung hero very early on in our journey. It was apparent that if we were going to stick to our values and keep preservatives out of our products the freezer was going to have to step in.

But what was this going to mean to the quality of our products? And would we be compromising our customers?

For many years, frozen food has been deemed as processed, unhealthy and certainly not fresh. But in fact this couldn’t be further from the truth.

Fresh food, typically that bought in a supermarket, has had to make it’s way through a complex and long supply chain before it makes it onto the shelf. often being frozen and thawed (perhaps multiple times) throughout this journey. Retailers also want to avoid wasted stock – the net result is that they want the longest shelf life possible.

Frozen food on the other hand is frozen straight after production (or even harvest in the case of vegetables), locking in vitamins and stopping growth of bacteria.  

Many supermarket vegetables are stored for weeks, incurring vitamin and mineral loss. A lot of food you buy from the chilled section also has added preservatives, been sprayed with hormones or packaged with stabilisers. And a consumer you’re often unaware, it’s not necessary to declare on pack as part of UK guidelines, so what is seemingly ‘fresh’ to the eye has a whole other story.

We made the decision early on when creating our waffles that they were going to be a frozen product. Frozen popularity has been gaining traction over the last few years, with premium brands entering the area, but we believe it is just at the beginning of its growth.


  • Check out the frozen aisles in your local supermarket - you might just be surprised at the variety of products and brands on offer there.
  • Don’t shy away if you see a product labelled with ‘previously frozen’. Just check the back of pack and check for any sneaky preservatives.  
  • Buy seasonal food. It’s normally cheaper, has less miles from farm to fork, and will probably taste better.
  • Buy local and know your brands. There is something very special about an apple from your local farmers market, knowing that is was on a tree not that long ago. The supermarkets have also up’d their game in recent years to support small brands. And many small suppliers to go the extra mile to give you better quality products.