Flipping the Flapjack with Lyle’s Golden Syrup

Iconic brand Lyle’s Golden Syrup teamed up with a TikTok baking influencer Fitwaffle to reinvent the traditional flapjack for Generation Z - after new research revealed 18-24 years olds are replacing parents and grandparents as the UK’s biggest baking fans.


Fitwaffle created the flapjack crisps - thin and crispy versions of the traditional bake made in the air fryer. The video received over 100k views in the first 24 hours and secured coverage in The Sun, Metro and Daily Star.