Tregroes Waffles
Tregroes Waffles is a Welsh artisan bakery producing the UK's only baked stroop waffles, plus chocolate-coated variants and savoury crackers. It sells via D2C e-commerce, UK supermarket listings, trade wholesale accounts, hospitality supply, and private label manufacturing.
- Company typePrivate
- Founded1984
- HeadquartersLlandyssul, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Tregroes Waffles does
Tregroes Waffles (legal entity: TREGROES WAFFLE BAKERY LTD) is a Welsh artisan bakery founded in 1984 by Dutchman Kees Huysmans, operating from a single manufacturing facility in Llandysul, Ceredigion. The company produces the UK's only baked stroop waffles — a Dutch-origin baked confection with a soft caramel centre (40%) — alongside a recent savoury cracker line. Core products are Original Caramel Stroop Waffles, Milk Chocolate and Dark Chocolate variants coated with Belgian chocolate, three cracker SKUs (Mature Cheddar, Rustic Wholemeal, Savoury), and a mixed Gift Box launched in 2025. The company became employee-owned in 2015.
The business operates a multi-channel revenue model combining direct-to-consumer e-commerce (tregroeswaffles.co.uk), B2B trade/wholesale accounts with discounted pricing and free delivery over £50, distribution through UK wholesalers (Caws, Fine Foods), and shelf placement in leading UK supermarkets including Tesco, Waitrose, Morrisons, Asda, Co-operative, Aldi, Spar, and Carrefour (international). Additional channels include hospitality supply (boutique hotels, B&Bs, coffee shops) and a private label / white-label manufacturing offering for partners seeking to co-produce stroop waffles. Pricing is unit-based at retail D2C (£2.30–£16.50 per pack) with subscription-style multi-year contracts available to trade accounts. Unit VAT-inclusive pricing applies, with chocolate products at standard VAT.
The company is small (11–50 employees), privately held, and operates with traditional craft baking methods. Its technology stack is limited to standard e-commerce infrastructure (PayPal for payments, Google Analytics for web analytics) with no disclosed AI, data, or proprietary platform capabilities. The core intellectual property is the recipe and baking know-how held by the employee-owners, combined with established retail relationships built over 40+ years.
Tregroes Waffles firmographics
Firmographics- Name
- Tregroes Waffles
- Legal name
- TREGROES WAFFLE BAKERY LTD
- Website
- https://tregroeswaffles.co.uk
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tregroes Waffles is a Welsh artisan bakery producing the UK's only baked stroop waffles, plus chocolate-coated variants and savoury crackers. It sells via D2C e-commerce, UK supermarket listings, trade wholesale accounts, hospitality supply, and private label manufacturing.
- Ownership category
- akta.pro rank
Tregroes Waffles industry classification
Industry- Product category
- Artisan Bakery & Confectionery
- NAICS
- Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050)
- akta.pro primary industry
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)
- akta.pro secondary industry
- Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)
Keywords
Where Tregroes Waffles is headquartered
LocationHeadquarters
- HQ city
- Llandyssul
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Tregroes Waffles business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Direct Online Sales: Revenue from direct-to-consumer sales through the company's e-commerce website, selling waffles and crackers to individual customers who order online and have products shipped to them.
- Trade/Wholesale Accounts: Revenue from B2B trade customers including shops, online businesses, and retailers who purchase on trade accounts with discounted rates. Trade customers benefit from trade discounts, free delivery on orders over £50, promotional discounts, and direct account ordering.
- Private Label Manufacturing: Revenue from private label partnerships where Tregroes manufactures caramel (stroop) waffles for other companies seeking to enhance their bakery brand portfolio. The company is open to collaborating with other companies on white-label production.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Caramel Waffles - Original |
| Unit Pricing | Pay-as-you-go | Milk Chocolate Waffles |
| Unit Pricing | Pay-as-you-go | Dark Chocolate Waffles |
| Unit Pricing | Pay-as-you-go | Crackers Range |
| Unit Pricing | Pay-as-you-go | Gift Box |
| Subscription | Multi-year contract | Trade Account Pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
Tregroes Waffles product offering
Product offeringCore offering
Tregroes Waffles is a Welsh bakery that produces the UK's only baked stroop waffles. The company manufactures caramel stroop waffles (original, milk chocolate-coated, and dark chocolate-coated varieties) and savoury crackers (mature cheddar, rustic wholemeal, and classic savoury), selling through its own e-commerce site, trade/wholesale accounts, UK supermarkets, hospitality venues, and private label partnerships.
Product overview
Tregroes Waffles is a Welsh bakery company producing the UK's only baked stroop waffles. Their product portfolio centers on three core waffle varieties: Original Caramel Stroop Waffles (with soft caramel centre), Milk Chocolate Stroop Waffles (coated with Belgian milk chocolate), and Dark Chocolate Stroop Waffles (coated with Belgian dark chocolate). These are complemented by a savoury cracker line featuring Mature Cheddar Cheese Crackers, Rustic Wholemeal Crackers, and Savoury Crackers. The company also offers a mixed Gift Box combining both sweet waffles and savoury crackers, and provides Private Label services for business partnerships. Founded by Dutchman Kees Huysmans approximately 40 years ago, the company has evolved from a single-man bakery to an award-winning national enterprise, becoming employee-owned in 2015.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Caramel Stroop Waffles The UK's only baked stroop waffle featuring a soft caramel centre (40%), made with real butter and a hint of cinnamon. Available in 8-pack wrap, 8-pack box, and 10x2 pack tray formats for individual consumers and trade customers.
- Milk Chocolate Stroop Waffles Caramel stroop waffles with soft caramel centre (40%) covered with smooth Belgian Milk Chocolate (20% milk solids/33% cocoa solids). Available in 6-pack, 6-pack gift box, and 14x1 pack tray formats.
- Dark Chocolate Stroop Waffles Caramel stroop waffles with soft caramel centre (40%) covered with rich Belgian Dark Chocolate (minimum 53% cocoa solids, 20%). Available in 6-pack, 6-pack gift box, and 14x1 pack tray formats.
- Mature Cheddar Cheese Crackers Premium savoury crackers made with Mature Cheddar Cheese from South Caernarfon Creameries, designed as an accompaniment for cheese and wine. Available in individually wrapped 4x3 pack gift boxes of 12 crackers.
- Rustic Wholemeal Crackers Artisan crackers made with a blend of half wholemeal flour and half white flour, resulting in a strong nutty flavour with a crisp texture. Available in 4x3 pack gift boxes of 12 crackers.
- Savoury Crackers Classic savoury crackers positioned as an essential accompaniment for cheese and wine evenings. Available in 4x3 pack gift boxes of 12 crackers.
- Tregroes Gift Box (Mixed Waffles & Crackers) Luxury gift box containing a curated selection of Tregroes sweet stroop waffles and savoury crackers: 3 boxes of sweet waffles (Original Caramel, Milk Chocolate, Dark Chocolate) and 3 boxes of savoury crackers (Mature Cheddar, Rustic, Savoury). Available with 'Thank You' or 'A gift from Wales' sleeve options, priced at £16.50.
- Private Label Manufacturing Services White-label/OEM manufacturing service where Tregroes produces caramel stroop waffles for other companies seeking to enhance their bakery brand portfolio under their own brand. Enquiries handled via [email protected].
Companies that use Tregroes Waffles
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Tregroes Waffles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Tregroes Waffles partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Private Label PartnersemergingTregroes is open to collaborating with other companies seeking to enhance their bakery brand portfolio by offering high-quality caramel (stroop) waffles under private label arrangements. Companies interested can enquire via [email protected].
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Tregroes Waffles competitors and assessment
Company assessmentEmerging players
- The Fine Cookie Co: UK artisan cookie and biscuit producer with similar premium gifting positioning and direct-to-consumer/online sales motion. Comparable in scale and brand-led artisanal narrative.
Direct peers
- Border Biscuits: UK premium biscuit manufacturer with strong supermarket and gifting presence. Comparable in scale, product format (sweet baked biscuits), and trade/wholesale distribution strategy.
- Walkers Shortbread: Scottish heritage bakery producing premium shortbread and biscuits, with similar UK supermarket distribution, gift-box positioning, and export footprint. Closest UK analogue by heritage and channel mix.
- Lotus Bakeries: Belgian baker best known for Biscoff caramelised biscuits and stroop waffles. Lotus is the dominant global player in the stroop waffle category and the most direct comparand for Tregroes' core product.
- Daelmans: Dutch family bakery specialising in stroop waffles since 1907. Daelmans is one of the largest stroop waffle producers globally and a direct category competitor for Tregroes.
- Bahlsen: German biscuit and waffle manufacturer with a portfolio including stroop waffles. Bahlsen competes with Tregroes in the EU confectionery/biscuit aisle and is a comparable specialty bakery brand.
- De Ruijter: Dutch brand known for sprinkles and chocolate-stroop waffles sold across European retailers. Direct category peer with comparable heritage positioning in the stroop waffle niche.
Regional players
- Village Bakery Wrexham: Welsh commercial bakery with national UK distribution and broad product range (bread, morning goods, savoury). Regional peer reflecting shared Welsh food manufacturing base and UK supermarket channel exposure.
Broad incumbents
- McVitie's: UK market leader in biscuits and baked snacks (owned by Pladis). Larger incumbent overlapping with Tregroes in supermarket shelf sets and sweet biscuit occasions.
- Pladis (UK): Global biscuit and confectionery group (McVitie's, Godiva, Carr's). Parent of direct competitor McVitie's and a broader incumbent against which Tregroes must compete for shelf space and category investment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Tregroes Waffles social profiles
Digital presenceTregroes Waffles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tregroes Waffles leadership team
Management profileNumber of profiles
Tregroes Waffles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tregroes Waffles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tregroes Waffles
What does Tregroes Waffles do?
Tregroes Waffles is a Welsh bakery that produces the UK's only baked stroop waffles. The company manufactures caramel stroop waffles (original, milk chocolate-coated, and dark chocolate-coated varieties) and savoury crackers (mature cheddar, rustic wholemeal, and classic savoury), selling through its own e-commerce site, trade/wholesale accounts, UK supermarkets, hospitality venues, and private label partnerships.
Is Tregroes Waffles a public or private company?
Tregroes Waffles is a private company. It is classified as management employee owned and is currently operating.
When was Tregroes Waffles founded?
Tregroes Waffles was founded in 1984. It employs 11 to 50 people.
Where is Tregroes Waffles based?
Tregroes Waffles is headquartered in Llandyssul, United Kingdom, in the Europe region.
How does Tregroes Waffles make money?
Three revenue lines are on record. Direct Online Sales are the primary driver. The others are trade/Wholesale Accounts and private Label Manufacturing.
Who are Tregroes Waffles's main competitors?
The Fine Cookie Co is listed as an emerging player. Direct peers are Border Biscuits, Walkers Shortbread, Lotus Bakeries, Daelmans, Bahlsen and De Ruijter. Village Bakery Wrexham is listed as a regional player. Broad incumbents are McVitie's and Pladis (UK).
Does Tregroes Waffles have an API?
No public API is recorded for Tregroes Waffles.
What industry is Tregroes Waffles in?
Tregroes Waffles's product category is Artisan Bakery & Confectionery. Its primary akta.pro industry code is AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads), with a secondary code of AFAKAAAB, Pastry, Cakes & Tortes Manufacturing. Its NAICS code is 311821 and its SIC code is 2052.