A new desserts concept, Wafflings, is looking to launch its first store in Birmingham with Seeds Consulting.

Hoping to acquire a 1,200 sq ft space in central Birmingham for its first opening, the concept is looking to open 10 stores in the next five years.

Headed by founder Omar Suwaid, its senior team includes former Crepeaffaire operations director Norine Browne and Matteo Frigeri, founder of Seeds Consulting, as business development manager.

The menu will include an all-day offering of sweet and savoury waffles, sundaes and freakshakes.

The brand has identified students as its target market and has said it will work with partners to maintain sustainable practices including local produce sourcing where possible.