UK frozen, plant-based vegetable brand to expand in US with big investment

UK frozen, plant-based vegetable brand to expand in US with big investment


UK-based Strong Roots, an innovative company that sells frozen, plant-based foods, is looking to expand in the U.S. market after it secured a major investment from a New York firm.

Earlier this week Strong Roots closed a Series A fundraise at US$18m led by private equity company Googe Partners.

Founded in Ireland, Strong Roots claims to be the fastest-growing food and beverage brand in the UK, where its products are stocked by all major retailers. 

The brand recently expanded into over 3,000 U.S. stores via major retailers, including Target, Wegmans and Whole Foods Market.

The company expects retail sales of US$50m this year and is on track for US$300m by 2023.

Strong Roots offers a range of vegetable-based food “designed for busy lives”. Found in the freezer aisle, the award-winning line includes premium root vegetables, veggie burgers and cauliflower hash browns.

The company is entering the U.S. with eight of its top-selling products. 

“Consumers globally are more educated than ever about harnessing the nutritional benefits and delicious taste of plant-based foods and are looking for high-quality options that are convenient to prepare,” said Strong Roots founder and CEO Samuel Dennigan.

“We’re excited to bring our unique, plant-based products to people across the US.”



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