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McCain Foods Announces Acquisition of Irish Plant-Based Frozen Food Brand Strong Roots

April 12, 2024

Following its initial investment of $55 million in Strong Roots back in 2021, McCain has now announced the acquisition of the Ireland-based “veg-first food brand” for an undisclosed sum. Following the acquisition, Strong Roots will operate as a distinct business under the leadership of Charlotte Turton, while Samuel Dennigan will remain “working alongside the team to propel further portfolio innovation and brand growth,” says the company. A brand advisory council will be established, including Dennigan and members of the Strong Roots and McCain teams, as well as external advisors, to expedite future growth. Shortly after McCain took a minority share in 2021, Strong Roots founder Samuel Dennigan spoke to vegconomist about his optimism for the future of the fast-growing frozen food brand, saying, “We’re very …

Food & Beverage

Strong Roots Launches Carbon Footprint Labels Highlighting GHG Emissions of Each Product “From Soil to Shelf”

August 28, 2023

Irish plant-forward frozen food brand Strong Roots has launched climate footprint labels across all its packaging to help climate-friendly consumers make informed purchase decisions. To calculate its emissions, Strong Roots has partnered with Swedish climate company CarbonCloud. Its intelligent software allows Strong Roots to effectively monitor and assess the carbon dioxide, nitrogen oxide, and methane emissions associated with each product’s lifecycle, from ingredients to shelf to distribution. With the information, Strong Roots can establish an emission baseline and develop a roadmap to identify areas for improvement in its production process, Samuel Dennigan, founder and CEO of Strong Roots, told Forbes. Environmental concerns While health considerations are still essential for purchasing plant-based products, a significant portion of people (45%) are motivated by environmental concerns, according to a study conducted …

Topics:

Labeling

Marketing & Media

Strong Roots Gives Away Plant-Based Food in Dublin as 16% of Irish Consumers Identify as Flexitarian

June 26, 2023June 23, 2023

Strong Roots, the B Corp on a “mission to fix the freezer aisle”, will be giving away plant-based food from its Roots on the Road food truck, each Saturday from tomorrow 24th June to the 15th July, at major shopping centres in Dublin. The fast-growing brand points out that 16% of Irish consumers identify as flexitarian and a third of consumers buy more plant-based products than they did three years ago. A recent report from the Climate and Health Alliance has also suggested that it’s crucial for the Irish diet to move towards eating more plant-based products and less processed foods for overall health benefits countrywide. This tasting tour comes amid a period of global expansion for Strong Roots which recently launched its …

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Marketing & Media

Strong Roots Launches NYC Metro Ad Campaign, Predicts Record $30M in Sales

May 15, 2023

Plant-based frozen food brand Strong Roots has launched what it describes as its largest US marketing campaign yet, featuring digital ads across the New York City metro area. The ads will be present at almost all major subway stations, and will offer a “buy one, get one free” deal to passers-by. To redeem the offer, commuters can scan a QR code to access coupons valid at Whole Foods, ShopRite, Fairway Markets, Fresh Direct, and InstaCart. The offer applies to three of Strong Roots’ most popular products — Cauliflower Hash Browns, Sweet Potato Hash Browns, and Spinach Bites. It comes as Strong Roots experiences huge growth, with US sales expected to reach a record $30 million this year. The brand also recently expanded into the category …

Products & Launches

Strong Roots Debuts ‘Good Made Easy’ Frozen Line with 14 Plant-Based Entrees

December 13, 2022December 13, 2022

Plant-based frozen foods brand Strong Roots announces it is launching ‘Good Made Easy’ – its first line of single serve frozen entrees. Coming to US Whole Foods in 2023, the new range boasts 14 innovative meal options. According to Strong Roots, the ‘Good Made Easy’ range is only made from whole plant, clean label ingredients. Each meal is portioned for individual eating and the entrées can be conveniently prepared in under 5 minutes. Nutritionally, the meals, which contain less than 450 calories each, are low in saturated fat, sugar and sodium and provide up to 24 grams of protein. Most also provide a good source of fiber. The flavors include: Thai Green Veg Curry Greek Orzo Pasta Bake Veggie Masala Chickpea And Red Lentil Saag …

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©The Simple Root

The Simple Root, Backed by McCain Foods, is Launching Potato-Based Creamy Spreads and Dips in US

June 30, 2022June 30, 2022

The Simple Root, a new plant-based brand backed by frozen potato giant McCain Foods, is bringing its vegetable-forward line of dips, cream cheese and artisan-style cheese spreads to the US this fall. The brand’s refrigerated products will first appear in major and specialty retailers in the Northeast. Through an innovative process, Simple Root uses potatoes, sweet potatoes and parsnips to create a creamy product base, then blends in wholesome ingredients like vegetables, fruits, herbs, and spices. All of its products are free from soy, nuts, gluten and artificial additives. The products launching this fall include: Dips Salsa Con Queso Sweet & Spicy Mango Sweet Potato Spinach, Artichoke & Kale Artisan Cheese-Style Spreads Sun-dried Tomato Caprese Smoked Gouda Cream Cheese-Style Spreads Original Plain Garlic & Herb …

Topics:

Clean Label

Cream Cheese

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Sam Dennigan © Strong Roots

Interviews

Strong Roots: “On Track to Becoming One of the Most Recognizable Frozen Food Brands Globally”

February 3, 2022

On a mission to redefine the frozen food category, Strong Roots is one of the fastest-growing F&B brands in the world. Hailing from Ireland, Strong Roots has expanded rapidly on an international scale with its extensive range of frozen vegan products. With a clean label ethic and B Corp certification, Strong Roots has gone from strength to strength of late, recently securing a huge $55 million investment from McCain Foods. We felt it was a good time to catch up again with CEO Samuel Dennigan to get an update on this exciting vegan brand. What is the origin story behind Strong Roots? I founded Strong Roots in 2015 with a vision to make tasty plant-based food sustainable and accessible. Growing up surrounded by the food …

Topics:

Frozen Foods

Sam Dennigan © Strong Roots

Investments & Finance

Strong Roots Announces a $55M Investment From McCain to Expand Globally

December 8, 2021

Strong Roots announces a $55 million investment from McCain Foods in what is reportedly one of the largest deals in plant-based from a European competitor. The Dublin based company has a strong presence in mainstream US retail, is the fastest-growing food brand in the UK, and one of the few food brands to have received a B Corp certification. Young entrepreneur Samuel Dennigan launched Strong Roots in 2015 on a mission to “redefine frozen” and just three years later secured $18.3 million in a Series A funding. This year saw a widespread rollout into US retail including Kroger stores as well as Walmart and Wholefoods. Speaking to vegconomist in 2020, Dennigan said that the products’ simplicity is the secret to the brand’s success: “You break …

Topics:

Frozen Foods

©Strong Roots

Products & Launches

Strong Roots Expands its Plant-Based Frozen Products into Kroger Stores US-Wide

July 13, 2021July 12, 2021

Strong Roots, a plant-based frozen food brand based in Dublin and reportedly the fastest-growing F&B brand in the UK, is accelerating its expansion in US retail with the launch of its plant-based range in more than 1,000 Kroger shops nationwide, following its launch into more than 2,000 Walmart stores across the USA last September. 34-year-old Samuel Dennigan founded Strong Roots in Ireland in 2015, on a mission to “redefine frozen”. In an interview with vegconomist last year, Dennigan stated that what sets the brand apart is its honesty and transparency: “Simplicity is at the core of our success. You break open our burgers, you see vegetables. When consumers look at the back of our packs, they understand the ingredients and what goes into their food.“ …

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Frozen Foods

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Products & Launches

Swift Fine Foods Launches Premium Vegan Ready Meal Range in the UK

October 5, 2020

Swift Fine Foods, an Irish convenience foods manufacturer, has introduced a range of healthy vegan ready meals. The meals were developed in collaboration with Simon Maddrell, who founded the innovation consultancy Orbit&Anchor.

Topics:

Ready Meals

Sam Dennigan ©Strong Roots

Interviews

Strong Roots: “We’re Trying to ‘Redefine Frozen’ and Lead with Honesty and Transparency”

September 25, 2020

Strong Roots, the UK’s fastest-growing F&B brand, rapidly became international with expansion into the US, Europe, and Asia, on its mission to fix the freezer aisle. Originating in Ireland, Strong Roots is set to become one of the sector’s most popular brands with a forecast of $100 million in global sales by 2023.

Topics:

©Strong Roots

Strong Roots, The UK’s Fastest Growing Food Brand ‘Cements US Hyper-Growth’ with Expansion into 2,000 Walmart Stores

September 18, 2020September 17, 2020

Strong Roots, a Dublin-based producer of frozen plant products, is on a “mission to fix the freezer”. Already the fastest-growing F&B brand in the UK and stocked in 3,000 US locations, the young company is now accelerating its retail expansion to more than 2,000 Walmart stores across the USA.

Topics:

Frozen Foods

Frozen Vegetables

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Food & Beverage

UK’s Fastest Rising Vegan Frozen Food Brand Strong Roots Launches Plant-Based Line for Children

April 22, 2020April 21, 2020

Irish plant-based company Strong Roots has added a new range for children called Little Roots. The Irish Times reported this year that sales for Strong Roots in the UK alone topped £6.2 million (€7.2 million) in the 12 months to the end of September 2018.

Topics:

Frozen Foods

©Strong Roots

Startups, Accelerators & Incubators

UK’s Fastest Growing F & B Brand Strong Roots Secures $18.3M in Series A Funding

September 10, 2019

Irish startup Strong Roots has raised $18.3 million in a Series A fundraiser, which was led by Goode Partners in New York. The investment will be used for global expansion of the plantbased frozen goods brand, which is currently seeing huge success in the UK.

Topics:

Frozen Foods

The vegconomist-newsletterinformation for decision-makers

The vegconomist-newsletter
information for decision-makers