Creams Café files trademark for ‘Froffle Toast’ launch
This move aims to secure ownership before similar versions appear.
Creams Café is moving to trademark the name “Froffle Toast” shortly after launching the product, aiming to secure ownership before similar versions appear.
“It’s absolutely taken off in-store, so we’re trademarking so everyone knows where it started,” said Everett Fieldgate, CEO of Creams Café.
The dessert chain introduced the item—a hybrid of French toast and a waffle—last month and says it has already sold more than 5,000 units.
About half of sales are made before 2 pm, suggesting strong demand during brunch hours.
The push to register the name follows past viral food trends such as the Cronut, which was only trademarked after similar versions using the same name had spread globally.
To reinforce the message, the company has run mobile billboard ads warning that the concept may not remain unique for long.
The launch reflects broader interest in unconventional food combinations, particularly amongst younger consumers.
Company-backed figures suggest 72% of this group are open to trying unusual pairings.
Froffle Toast combines the soft texture of French toast with the crispness of a waffle and is offered with a range of toppings, including chicken teriyaki, banana chocolate, and apple crunch.
