Ireland’s Strong Roots is expanding its lineup of frozen vegetable dishes with five products, more than doubling its presence in UK grocery.
The brand entered the British market in March, rolling four SKUs into Waitrose. The range extension will see Ocado and AmazonFresh stocking nine, including the new quintet of Beetroot & Bean Burger, Roasted Beetroot Wedges, Mixed Root Vegetable Fries, Spinach Bites, and Pumpkin & Spinach Burger (rsp: £2.99/450g-500g).
The additional five options would allow Strong Roots to appeal to a wider demographic, including vegans, the brand said. The launch would “meet demand from health-focused consumers”, with Brits having last year spent £17.2m on meat-free products, with value sales up 2.1% in frozen compared with 13.5% from chillers [Kantar Worldpanel 52 w/e 29 January 2017].
“Our innovative products will continue to offer time-poor shoppers a convenient and healthy option for home cooking,” said Strong Roots founder Samuel Dennigan. “The range is completely vegan, so it appeals to a range of dietary lifestyle choices, as well as those looking to cut corners in the kitchen.”
The new products took “a modern approach to the current frozen foods available to shoppers” he added. “As consumers experiment with home cooking, items such as beetroot and kidney bean are beginning to get recognised.”
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