Frozen waffle startup gaining steam
Emily Groden started her frozen waffle company as a way to provide her family with healthy, easy dishes after giving birth. At the start of the pandemic, the lawyer-turned-entrepreneur founded Evergreen, a brand that has since grown into hundreds of specialty and natural grocery stores. Ms. Groden is prepared for a year of expansion with the recent hiring of a chief sales officer, updated packaging, and new product offers.
Evergreen sells a line of little waffles that are manufactured entirely of natural grains, devoid of dairy or refined sugar, and flavoured primarily with nuts, fruits and spices. Banana peanut butter, mixed berry almond, zucchini and carrot, and pumpkin and pecan comprise the basic lineup.
The most recent additions are chocolate and zucchini, sweetened with honey, cocoa powder and cinnamon; apple and cinnamon, sweetened with honey; and gingerbread, flavoured with date syrup, cinnamon, ginger, allspice, nutmeg and cloves.
“We start with fresh, diced apples and roast them in the oven to get that caramelly apple pie flavour, then we mix those into the batter for the apple and cinnamon,” Ms. Groden explained. “The new tastes adhere to our directive to use only real ingredients.”
The waffles are offered in over 600 retail locations, including Sprouts Farmers Market, Whole Foods Market, Bristol Farms, Roche Bros., and others. They are packaged in resealable pouches.
According to Ms. Groden, “we’re looking to really scale that up this year.”Veteran of the business Ryan Youngman joined the group earlier this year to oversee sales.
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“Having worked in the field for thirty years, he has seen all sides,” Ms Groden stated. We made a conscious decision to hire someone with a vast knowledge base to assist me as the founder and enable us to grow in the future. I can’t wait for this new chapter to begin.
Ms Groden intends to expand the Evergreen brand into other markets and anticipates offering a sneak peek of a new product line at Natural Products Expo West, which takes place in Anaheim, California from March 8–11.