the story behind our flapjack

28th June 2017 by Sophie

From a 30 year old recipe to the most popular snacks in our range. This is the story of the famous graze flapjack.

The white family bakers

the White Family

Lynne and the White family are the only people we trust to make our flapjacks. Their traditional rustic rolled-oat recipe, handed down through the generations, hasn't changed in 30 years. In fact, her son Ben is now old enough to be running their family bakery in the Cotswolds, where he follows the recipe to the book.

The flapjack that come out of the White family bakery are made with the finest British rolled oats and are hand baked in small batches, to make a flapjack that tastes genuinely homemade.

Being baked in small batches also means the whole rolled oats keep all their natural goodness, for a source of fibre and manganese, a nutrient which supports the immune system and protects cells from oxidative stress.

Our taste experts know what flavours taste great together, so they work with Lynne and Ben, adding their own wholesome ingredients to craft the unique graze flapjacks.

Some of our very first inventions back in 2010 launched the graze White family collaboration, with classic British countryside combinations of fruit & seed, honeycomb and apple & cinnamon.

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A collection of graze flapjacks

same recipe - new flavours

A couple of years after launching the now famous graze flapjacks, our taste experts started a new round of tasty creations. This time they chose some of their favourite British classics - lemon drizzle, summer berry and jaffa cake - capturing the flavours with wholesome ingredients like lemon juice and yoghurt, strawberry and raspberry infused cranberries, and cocoa powder and natural orange oil.

You've never tasted flapjacks like these before!

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oat power with a protein upgrade

This time, we took the White family recipe and give it a protein boost. Our protein flapjacks are made with deliciously nutritious ingredients like linseeds, pumpkin seeds and sunflower seeds, as well as our innovative soy protein crispies.

Protein crispies are a simple blend of soy protein, rice flour, malt extract and a touch of salt. This is blended and then puffed in a similar way to rice crispies and makes these flapjacks a delicious source of protein.

We've created three new flavours using honey, cocoa & vanilla, and banana - try popping them in your gym bag for a tasty post-workout boost!

what is protein?

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We love experimenting with new flavours in our famous flapjack recipe! And since the success of our protein flapjacks, we thought we’d try adding some of our favourite new ingredients - ancient grain quinoa, superfood maca and baobab.

Jocelyn, graze taste expert

graze labs

The graze labs are your chance to sneak a peek at our snack experiments and see what our taste experts have been working on.

We couldn't wait to try some new flapjack inventions! So our taste expert Jocelyn and her crew chose their favourite super foods and started experimenting.

Meet brand new super baobab & blueberry, ancient grain quinoa & cacao, and super maca flapjack.

And we're going to need your feedback! Trial our latest flapjack inventions and send us your verdict. Which one will make it to the graze range? You decide!

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sophie graze kitchen

By Sophie, graze blogger.

Sophie is our London-based blogger, queen of content and all things writing at graze HQ! She loves working with the taste expert team to bring their recipes out into the world.

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