In 2021 a strategic partnership was formed, with McCain investing $55 million USD in Strong Roots.
McCain Foods announced they have increased its investment with Strong Roots, a Dublin-based plant-based frozen food company, according to a press release.
This development underscores McCain’s steadfast dedication to “fix the freezer aisle”. By further expanding the Strong Roots brand into additional territories, McCain aims to deliver an expanded array of eco-conscious, vegetable-centric products. The release notes that this initiative caters to the growing cohort of consumers seeking nutritious, unadulterated meals that prioritize flavour and feature authentic vegetable ingredients.
A brand advisory council will be instituted, including Strong Roots’ founder and members of the Strong Roots and McCain teams, as well as external advisors, to steward the brand and business for future growth.
To date, Strong Roots products have integrated into the McCain Foodservice portfolio in Great Britain and Ireland, as well as the retail portfolio in France. There are strategies underway to expand both retail and foodservice offerings on a global scale. Strong Roots will maintain its autonomy as a separate entity, led by Charlotte Turton. Meanwhile, founder Samuel Dennigan will collaborate with the team to drive ongoing portfolio innovation and bolster brand expansion efforts.
