Fitwaffle nominated for Food bCreator of the year!
Eloise Head, known online as Fitwaffle, first gained attention in 2020 by sharing simple, indulgent baking recipes on Instagram under the handle @FitwaffleKitchen. A qualified personal trainer turned self‑taught baker, she launched the page as an “Isolation Baking Project” when the UK entered COVID‑19 lockdown. Her recipes, often requiring just a handful of ingredients, captured widespread attention, making her one of the fastest‑growing UK creators in the food space!
Over time, her reach expanded dramatically. As of early 2025, she’s amassed over 16 million followers across social platforms and garnered more than 10 billion views, becoming one of the UK’s most viral food creators. In 2022 she was Tiktok’s number 1 food creator, amassing over 900 million views over the year including one particular video with 116 million views!
She has also published four Sunday Times‑bestselling cookbooks: Fitwaffle’s Baking It Easy (2022), Baked In One (2023), No‑Bake Baking (2024), and Easy Air Fryer (2025).
Joining Cowshed Creators
In July 2025, Eloise Head officially signed with Cowshed Creators, the talent management division of the London‑based Cowshed Collective, positioning her within their roster of high‑impact creators. Cowshed describes the move on LinkedIn, saying:
“We’re delighted to welcome Eloise Head, aka Fitwaffle, to Cowshed Creators!
Eloise is a bestselling author and one of the UK’s most beloved food creators, with a phenomenal 16 million followers across her platforms. With her warm, down-to-earth personality and famously irresistible sweet treats, she’s built a global community who love her quick, easy-to-follow recipes and her relatable approach to life in and out of the kitchen.
At Cowshed, we’re all about championing authentic, creative voices and Eloise embodies that perfectly. We’re excited to support her as she continues to grow her brand and sprinkle a little more joy into kitchens (and feeds) everywhere.
Welcome to the herd, Eloise!”
Cowshed Collective offers multi‑channel creator support—covering content strategy, commercial optimisation, IP development, and branded content production—which fits Eloise’s trajectory in expanding her digital content and business ventures cowshedcollective.com.
ITV Food bCreator of the Year Nomination
The ITV bCreator™ Awards 2025 celebrate excellence across the UK creator economy. Eloise Head has been shortlisted for Food bCreator of the Year, alongside other food creators such as Pasta Grannies and Rishi Nanavati. This nomination positions her within the top tier of UK food content creators in 2025.
Why It Matters
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Strategic representation: Joining Cowshed Creators offers Eloise access to high-level brand deals, structured content production, and IP development, key to scaling commercial activity and cementing long-term growth.
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Industry recognition: The ITV bCreator nomination underscores her influence and impact in the UK food and creator community.
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Authentic connection: Eloise built her brand on straightforward, upbeat baking and an emphasis on enjoyable, inclusive cooking—qualities that resonate strongly in today’s creator economy.
