IRISH BRAND STRONG ROOTS LAUNCHES IN UK TO SHAKE UP THE FROZEN FOOD CATEGORY

IRISH BRAND STRONG ROOTS LAUNCHES IN UK TO SHAKE UP THE FROZEN FOOD CATEGORY

Irish brand, Strong Roots is entering the UK market with a nationwide listing at Waitrose and a deal to supply all British Whole Foods Market stores. Already a huge success in its home country, the brand aims to shake up Britain’s frozen food aisle with its innovative, delicious and nutritious range of vegetables and veggie meals.

The brand is launching in the UK to help those with busy lifestyles cut corners in the kitchen and enjoy healthy food easily. The whole line can be stored in the freezer until it's ready for baking, delivering in flavour and nutrition whilst being as convenient as possible.

Strong Roots’ unique take on frozen food will meet demand from British consumers for health-focused and frozen vegetable food and take a share of the market worth £303.2 million category1.

Samuel Dennigan, Founder of Strong Roots says: “We’re launching into the UK to revolutionise the way people think about frozen food with our tasty, convenient and healthy vegetables and veggie meals.

“After Strong Roots’ success in Ireland, we know there’s a demand for health-focused and convenient frozen food and a key part of the brand’s growth strategy is to expand our customer base in the UK and further afield. 

“Our innovative products offer consumers a healthy option in the frozen aisle, making it ideal for those with busy lifestyles who need to cut corners in the kitchen. A vegetable food range that can be enjoyed on its own or part of a balanced meal, which is also vegan friendly with no artificial flavours, makes it accessible to a wide range of shoppers whether they have food intolerances or want a convenient healthy lifestyle.”

Strong Roots works with the best producers in the world to source the finest veg and freezes its vegetables from the moment they are picked to guarantee freshness and ensure nutrients are not lost in transportation. The whole range offers a great source of fibre, is vegan friendly and has no artificial flavours.

 

Notes to Editors

1The Grocer’s frozen food category 2016: http://www.thegrocer.co.uk/reports/category-reports/freezer-la-revolucin-frozen-food-category-report-2016/536635.article