Fitwaffle TikTok star's debut won by Ebury in seven-way auction

Ebury Press has won a seven-way auction for the debut cookbook by personal trainer turned baking influencer Eloise Head, known to more than four million followers on TikTok, Instagram and YouTube as Fitwaffle.

Fitwaffle’s Baking It Easy publishes in hardback on 3rd March 2022. Laura Higginson, publishing director at Ebury, acquired world rights from Eve White at the Eve White Literary Agency.

The publisher said: “In her first cookbook, Eloise shares 100 quick and easy recipes, including her most popular three-ingredient cakes, traybakes, bites, cookies and special occasion cakes and desserts, including viral hits such as her Three-Ingredient Cookies and Cream Cake and Cookie Dough Brownies, as well as 50 brand-new recipes too."

Head created Fitwaffle to share her favourite restaurants and meals, but pivoted to sharing her love of baking and her own creations. She quickly earned popularity for her simple low-ingredient recipes, growing her social media accounts from around 300,000 followers to more than four million in a little over a year.

She said: “Since the beginning of lockdown, I’ve been sharing sweet, simple baking recipes with my followers on social media and I’ve lost count of how many times I’ve been asked whether I have a book! I’m so excited to now be publishing my first ever book with Ebury Press and I can’t wait to share it with my followers.”

Higginson added: “TikTok is an exciting space for publishers. Eloise blew us away with her creative recipes and entrepreneurial mindset – her three-ingredient recipes, in particular, make baking super fun and stress-free for everyone.”