McCain Foods Increases Investment Stake in Ireland Frozen Veggie Company Strong Roots

Toronto-based McCain Foods has announced an investment to strengthen its stake in Strong Roots, a Dublin, Ireland-based frozen foods producer with whom McCain has partnered since 2021. McCain plans to expand its product offering, bringing vegetable-forward, environmentally responsible food choices to more consumers around the world, the announcement noted.

The Strong Roots brand is expected to expand into new regions globally, bolstering McCain’s commitment to planet-friendly food. Strong Roots offers consumers healthier, natural and simple meals built on real vegetables. The portfolio includes plant-based frozen food products, including Cauliflower Hash Browns, Mixed Root Vegetable Fries, Sweet Potato Fries, Spinach Bites, and Kale & Quinoa Burgers.

Additionally, a brand advisory council will be created to include Samuel Dennigan (founder of Strong Roots), members of both Strong Roots and McCain teams, and external advisors. Strong Roots will operate as a distinct business and be led by Charlotte Turton, with Dennigan continuing to work alongside the team.

McCain’s foodservice portfolio in Great Britain and Ireland, and its retail portfolio in France already carry Strong Roots products, and the company plans to scale the offerings in both channels globally.