Frozen food company McCain’s Foods has announced that it has acquired Dublin-based food producer Strong Roots, following a partnership in 2021.
Strong Roots produces a range of plant-based meal products, including Thai Green Veg Curry, Veggie Masala, Mediterranean Orzo Bake, Sweet Potato Hash Browns and Crispy Veg Nuggets.
To maintain brand consistency McCain said a brand advisory council would be instituted, including Strong Roots’ founder and members of the Strong Roots and McCain teams, as well as external advisors.
The company also said it was a sign of its commitment to “fix the freezer aisle” by expanding the Strong Roots brand into more regions. McCain committed to implementing regenerative agriculture practices across 100% of its potato acreage by 2030.
Jillian Moffatt, regional president of McCain GB & Ireland, said: “This investment bolsters McCain’s commitment to planet-friendly food, enabling us to extend our portfolio of healthier options that are grown, processed and shipped in a sustainable manner. With a vision and values aligned to McCain’s, we are excited to continue our journey to scale the Strong Roots brand globally.”
Samuel Dennigan, founder and CEO of Strong Roots, said: “We have witnessed tremendous growth since partnering with McCain and this move will enable Strong Roots to maintain its focus on sustainability while propelling innovation to bring delicious, vegetable forward products to more consumers around the world.”
Peter Dawe, chief growth and strategy officer of McCain Foods, said: “Since 2021, our partnership with Strong Roots has reflected our ambition to invest for the future, and to diversify our portfolio to ensure we continue to meet evolving consumer demands.
“We are excited to help further accelerate growth, bringing natural, simple meals and ingredients to even more customers in retail and foodservice markets.”
