Founders Sophie and Ella met in 2016 through flat share app Spareroom. Both with a passion for healthy eating and an eye for business, they noticed a gap in the market for their childhood treat, pancakes! They’d grown up but pancakes hadn’t. The category was still in the dark ages with no innovation and zero interest on nutrition. The pair quickly outgrew cooking in their flat to factories in Cornwall then Belgium and now supply Sainsbury’s and other UK retailers. They discuss the challenges faced when entering and building a new category and the lessons they’ve learnt along the way, especially in chilled distribution!