Frozen waffle startup gaining steam

Frozen waffle startup gaining steam

Frozen waffle startup gaining steamCHICAGO — Emily Groden’s frozen waffle enterprise started as a prepartum pursuit of handy, healthful meals for her household. The lawyer-turned-entrepreneur launched Evergreen firstly of the pandemic, and the model has since expanded into lots of of specialty and pure grocery shops. With the latest rent of a chief gross sales officer, refreshed packaging and new product choices, Ms. Groden is gearing up for a 12 months of progress.

Evergreen markets a line of miniature waffles made with entire grains, no refined sugar or dairy, and flavored solely with fruits, greens, nuts or spices. The core lineup contains banana peanut butter, blended berry almond, zucchini and carrot, and pumpkin and pecan.

The newest additions embrace gingerbread, flavored with date syrup, cinnamon, ginger, allspice, nutmeg and cloves; chocolate and zucchini, sweetened with honey, cocoa powder and cinnamon; and apple and cinnamon, sweetened with honey.

“For the apple and cinnamon, we begin with recent, diced apples that we roast down in an oven to get that caramelly apple pie taste, and we combine these into the batter,” Ms. Groden stated. “The brand new flavors follow our mandate of just some actual elements.”

Packaged in resealable pouches, the waffles are offered in roughly 600 shops, together with Sprouts Farmers Market, Complete Meals Market, Bristol Farms, Roche Bros. and others.

“We’re trying to actually scale that up this 12 months,” Ms. Groden stated.

Earlier this 12 months, business veteran Ryan Youngman joined the workforce to steer gross sales efforts.

“He has been within the business for 30 years and has seen all sides,” Ms. Groden stated. “We had been actually intentional about bringing someone on who has an unbelievable data base to assist me as a founder and the power to assist us scale going ahead. I’m very enthusiastic about this subsequent chapter.”

Ms. Groden plans to deliver the Evergreen model into new classes and expects to supply a primary style of a forthcoming product line at Pure Merchandise Expo West, March 8-11 in Anaheim, Calif. 

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