Strong Roots Kale & Quinoa Burger

Strong roots launches in UK market with national Waitrose & whole foods listings

May 12, 2017, 11:30 am

Award-winning Irish brand, Strong Roots is entering the UK market with a nationwide listing at Waitrose and a deal to supply all British Whole Foods Market stores. Already a huge success in its home country, the brand aims to shake up Britain’s frozen food aisle with its innovative, delicious and nutritious range of vegetables and veggie meals.

Strong Roots Oven Baked Sweet Potato
Strong Roots Oven Baked Sweet Potato

The brand is launching in the UK to help those with busy lifestyles cut corners in the kitchen and enjoy healthy food easily. The whole line can be stored in the freezer until it’s ready for baking, delivering in flavour and nutrition whilst being as convenient as possible.

Strong Roots’ unique take on frozen food will meet demand from British consumers for health-focused and frozen vegetable food and take a share of the market worth £303.2 million category1.

Strong Roots will retail its full range in Britain. All four SKUs – Oven Baked Sweet Potato Fries, Kale & Quinoa Burgers, Ripened Avocado Halves and Garlic Roasted Sweet Potatoes – will be stocked at Whole Foods Market. The Oven Baked Sweet Potato Fries and Kale & Quinoa Burgers will be available nationwide at Waitrose.

Strong Roots Ripened Avocado Halves
Strong Roots Ripened Avocado Halves

Samuel Dennigan, Founder of Strong Roots says: “We’re launching into the UK to revolutionise the way people think about frozen food with our tasty, convenient and healthy vegetables and veggie meals.

“After Strong Roots’ success in Ireland, we know there’s a demand for health-focused and convenient frozen food and a key part of the brand’s growth strategy is to expand our customer base in the UK and further afield. 

“Our innovative products offer consumers a healthy option in the frozen aisle, making it ideal for those with busy lifestyles who need to cut corners in the kitchen. A vegetable food range that can be enjoyed on its own or part of a balanced meal, which is also vegan friendly with no artificial flavours, makes it accessible to a wide range of shoppers whether they have food intolerances or want a convenient healthy lifestyle.”

Strong Roots works with the best producers in the world to source the finest veg and freezes its vegetables from the moment they are picked to guarantee freshness and ensure nutrients are not lost in transportation. The whole range offers a great source of fibre, is vegan friendly and has no artificial flavours.

Recognised for its deliciousness, Strong Roots has already been awarded a Great Taste award for its Oven Baked Sweet Potato Fries in September 2016.

Strong Roots Kale & Quinoa Burger
Strong Roots Kale & Quinoa Burger

The full Strong Roots frozen range is available at Whole Foods Market:

o   Oven Baked Sweet Potato Fries (RRP £2.99)

o   Garlic Roasted Sweet Potato Cubes (RRP £3.99)

o   Kale & Quinoa Burgers (RRP £2.99)

o   Ripened Frozen Avocado Halves (RRP £5.29)

Strong Roots Oven Baked Sweet Potato Fries (RRP £2.99) and Kale & Quinoa Burgers (RRP £2.99) are available nationwide at Waitrose.


1The Grocer’s frozen food category 2016:



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