Phil led the project to create, develop and commercialise a brilliant new entrant into the sweet treat category. Initially launched in 2018 into Asda stores nationally, the brand has continued to build distribution in the UK, Europe and also the USA.

With more than 50 million Waffulls sold globally since launch and flavour development and product range development continuing to expand the footprint – the Waffulls brand has proven itself to be a surefire daily winner in lunchbox and snacking occasions.