McCain Foods is pleased to confirm that it has strengthened its relationship in partnership with Strong Roots, the Dublin-based firm that makes frozen food. Both brands had previously made a commitment to a strategic alliance in 2021. McCain investing to increase the range of products it offers, and bringing the latest in vegetable-forward, eco-friendly options for food to more people across the globe.

This continues to be a signal of McCain’s desire to “fix the frozen aisle” through broadening his Strong Roots brand into more areas, and offering more vegetables-based, earth-friendly products that be a part of the growing amount of people who are who are looking for natural, healthier food options which are delicious and packed with authentic vegetables.

Jillian Moffatt, Regional President, McCain GB & Ireland stated: “This investment bolsters McCain’s pledge to a sustainable diet and will allow us to expand our selection of healthier choices which are produced and processed sustainably, as well as shipped. With the same vision and values in line with McCain’s, are excited to continue on our mission to grow this Strong Roots brand globally.”

To ensure the continuity of the brand, and to show McCain’s enthusiasm and confidence to the collaboration A brand advisory committee is set up, which includes Strong Roots’ founder and staff members of both the Strong Roots and McCain teams along with external advisers to help steward the brand’s image and ensure further growth.

Strong Roots focuses on simple and real food that’s healthy for the environment and consumers. The company has developed a selection of vegetable-forward recipes that are trendy that include meals, side dishes and snacks. These are a perfect complement to McCain’s existing menu and make sure that consumers and customers around the world can enjoy better access to top-quality and sustainable foods.

Both businesses have an intense interest in sustainability of the environment as evidenced by McCain committed to implementing sustainable agriculture practices on 100 % of its potato land in the next 30 years, as well as Strong Roots B Corp status.

Peter Dawe, Chief Growth and Strategy Officer for McCain Foods, said: “Since 2021, our collaboration in partnership with Strong Roots has reflected our goal to invest in the future, as well as to diversify our portfolio so that we are able to keep pace with changing needs of the consumer. We’re excited to in accelerating growth by providing healthy, easy food items and other ingredients to many more consumers in both food and retail markets.”

Strong Roots products have so already been added to in the McCain Foodservice portfolio in GB and Ireland and the portfolio of retail in France in the near future, with plans to expand global foodservice and retail services. Strong Roots will operate as an independent business under the guidance by Charlotte Turton, with founder, Samuel Dennigan, working together with the team in advancing future portfolio innovations and expansion of the brand.

The strengthened relationship that Strong Roots has with Strong Roots is the latest of several purchases and investments McCain has undertaken in recent times to increase the range of products and services offered such as Scelta Products and Forno Di Minas.

More information about the company: mccain.com