Source: Strong Roots

Two of the SKUs include seasoned, plant-based butters

Trendy frozen veg brand Strong Roots has unveiled its first dedicated winter vegetable range.

The lineup includes Chargrilled Sprouts, Roasted Butternut Squash Chunks and Winter Green Vegetables (kale, parsnip and spinach). The sprouts and vegetables are served with plant-based butters, which the brand claims “deliver optimum taste” straight from the oven.

The sprouts’ butter is balsamic to provide a “perfect glaze when roasted”, while the winter veg is seasoned with garlic and chilli.

The launch marks the company’s first foray into the frozen vegetable sub-category. The packs have rolled into Tesco, Asda, Sainsbury’s, Whole Foods Market and Ocado (rsp: £3/425g).

The business also makes Oven Baked Sweet Potato Fries, Kale & Quinoa Burgers, Cauliflower Hash Browns and Spinach Bites.

It recently secured £15m in private equity funding to support its expansion in the US.

“Consumers are more educated than ever before 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 Samuel Dennigan, CEO & founder.

“We are very excited to launch our winter range as part of this ‘elevated convenience’ trend we’re seeing in the food and beverage industry.”

The fast-growing challenger brand was founded in Dublin in 2015.

Its products are sold in 4,000 stores worldwide including in the US, Singapore, Ireland and the United Arab Emirates.