Waterpoint Lane (WPL) is focused on growth stage investments (targeted to be in the C$500k-C$5M range) in companies beyond the commercialization stage in primary production, disruptive technology and services and consumer product businesses that focus on and promote sustainable practices throughout the food supply chain.

Waterpoint Lane

Wholly Veggie Inc.

Wholly Veggie products are buffalo cauliflower wings, ranch cauliflower wings, cheddar style jalapeno sticks, mozzarella style sticks, sweet potato popcorn, buffalo cauliflower wings, ranch cauliflower wings, cheddar style jalapeno sticks, mozzarella style sticks, sweet potato popcorn, thai curry entree, southwest chili entree, cheezy cauliflower, and broccoli entree.

Wholly Veggie is a Canadian plant-based food company that specializes in producing vegetable-forward frozen foods, including appetizers, snacks, and entrées. Wholly Veggie's product line features food items such as cauliflower wings, mozzarella-style sticks, sweet potato popcorn, and various savory and sweet plant-based snacks.

Based Cookoff Reveals Disparate Results

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Wholly Veggie hiding vegetables in plain sight

4 North American Producers Championing Veggies in Plant

Wholly Veggie: "Rebalancing the Plate by Getting More Than 1 in 10 People Eating Their Daily Vegetables"

Wholly Veggie Drops a Heavy Metal Anthem for Healthy Eating

Wholly Veggie Turns Healthy Eating Trickery into a Heavy Metal Anthem for First-Ever Campaign

Convenience Foods

Wholly Veggie

PricewaterhouseCoopers Inc., LIT, the Licensed Insolvency Trustee under the Notice of Intention to Make a Proposal of Wholly Veggie Inc. launches a sale and investment solicitation process

Wholly Veggie is a Canadian plant-based food company that specializes in producing vegetable-forward frozen foods, including appetizers, snacks, and entrées. Wholly Veggie's product line features food items such as cauliflower wings, mozzarella-style sticks, sweet potato popcorn, and various savory and sweet plant-based snacks.Wholly Veggie's products are made with simple, whole-food ingredients and are claimed to be free from additives, preservatives, gluten, nuts, and soy. The company uses vegetables as the main ingredients in its products, primarily focusing on cauliflower, sweet potatoes, and other nutrient-rich vegetables.&nbsp;The company’s appetizer snacks, such as the Buffalo Cauliflower Wings, are priced at USD 8 for 250 g packs, while lunch entrées, like the Cheezy Cauliflower &amp; Broccoli Entrée, start from USD 6 for 284 g packs on its website, as of November 2024.&nbsp;The Wholly Veggie brand experienced significant growth since its inception in 2016. In 2021, the company experienced a surge in popularity following the launch of its cauliflower wings and expansion into 1,200 Target locations in the US. As of 2024, Wholly Veggie products were available in over 6,000 retail outlets across the US and Canada, including major chains such as Target, Whole Foods Market, Sprouts Farmers Market, Walmart, and Loblaws.&nbsp;Key customers and partnershipsWholly Veggie successfully expanded its presence in major retail chains across North America. In November 2022, Wholly Veggie announced the distribution of its Mozzarella Style Cheese Sticks at 705 Target locations, further expanding its reach in the US market through its partnership with Target.&nbsp;In November 2021, Wholly Veggie partnered with Outcast Foods to incorporate upcycled cauliflower powder into its product line and launch mozzarella and jalapeno cheddar, demonstrating its commitment to reducing food waste.

Gardein, a subsidiary of Conagra Foods, is a plant-based food company that specializes in creating meat alternatives since 2003. It offers a diverse range of frozen products designed to mimic the taste and texture of various meats. The company's product line includes plant-based versions of chicken, beef, pork, fish, and more. Gardein's products are made from a blend of non-GMO soy, wheat, pea proteins, and other plant-based ingredients.As of October 2024, its product offerings were extensive, ranging from Crispy Tenders and Mandarin Orange Crispy Chick'n to Fishless Filets, Plant-based Jerky, and more. The company also produced breakfast sausages, meatballs, and even canned soups and chilis. Many of Gardein's products are frozen for convenience, but it also offers refrigerated and shelf-stable options.&nbsp;In January 2020, Gardein introduced its Ultimate Plant-Based Burger, made from pea protein, to compete with other popular plant-based burgers. Gardein also developed products in the plant-based hot dog and sausage categories.&nbsp;Its prices vary from store to store. However at Walmart, as of 2024, its Be’f Burger and Chicken Strips were priced at USD 4.9, the Chick’n Fried Rice started at USD 4, and its canned soups and chilis started at USD 3.As of October 2024, the company’s products were available in major retailers across North America, including Walmart, Target, Whole Foods, and Instacart. Gardein’s products were also available in select stores and supermarket chains across Australia and New Zealand, such as IGA stores, Countdown, New World Supermarkets, and Pak n' Save.

Gardein

Strong Roots, a subsidiary of McCain Foods, is an Irish plant-based frozen food company. The company offers a range of vegetable-forward products including cauliflower hash browns, mixed root vegetable fries, veggie burgers, and bites.&nbsp;In October 2024, Strong Roots launched Air Bites, a product range designed for air frying, catering to the growing popularity of air fryers. The Air Bites were available in three varieties—Crispy Spinach &amp; Carrot, Crispy Pea &amp; Lemon, and Crispy Veg.Strong Roots has positioned itself as a challenger brand aiming to "fix the freezer aisle" by providing convenient, healthy, and sustainable plant-based options. The company claims its products are made with simple, whole-plant ingredients and are claimed to be free from artificial additives.&nbsp;The company was acquired by the Canadian frozen food giant McCain Foods in April 2024 for an undisclosed sum. Following the acquisition, Strong Roots continued to operate as a distinct business unit within McCain, with plans to scale its brand globally. As of October 2024, Strong Roots’ products were available in over 10,000 stores across multiple countries including Ireland, the UK, the US, Australia, and parts of Europe and Asia. The company also established international branches in England and the US.&nbsp;Strong Roots became a certified B Corporation in 2020, demonstrating its commitment to environmental and social responsibility. The company introduced carbon footprint labeling on its packaging in 2022, allowing consumers to easily understand the climate impact of its products.&nbsp;Key customers and partnershipsAs of October 2024, Strong Roots had collaborated with several international retailers including Sainsbury’s, Waitrose, ASDA, Morrisons, Ocado, Kings Food Markets, Tesco, Whole Foods Market, Amazon, and others.&nbsp;

Strong Roots

Happi Foodi is a frozen food company that develops and commercializes a diverse portfolio of chef-inspired frozen meals and products. As of October 2024, the company offered a range of breakfasts, appetizers, entrées, pizzas, and veggie side dishes. Happi Foodi's product line comprises ready-to-heat meals, keto bowls, and veggie sides, focusing on providing convenient, flavorful, and nutrient-rich meal solutions.&nbsp;The company aims to offer high-quality, affordable healthy meal options that cater to various dietary preferences. In addition to its proprietary Happi Foodi label, the company also expanded its portfolio through partnerships and brand-building initiatives, such as its partnership with Barstool Sports' One Bite Pizza.Key customers and partnershipsAs of October 2024, Happi Foodi's products were available for purchase at various retailers including Walmart, Meijer, Safeway, Albertsons, Winn Dixie, and Bi-Lo stores.In December 2020, the company announced its partnership with professional golfer Danielle Kang to donate USD 100,000 worth of meals to local food banks of Kang's choosing. The first donation benefited Three Square Food Bank in Southern Nevada. Happi Foodi also partnered with Snoop Dogg in July 2023 to launch a new line of ice cream called Dr. Bombay Ice Cream in seven flavors at Walmart stores.&nbsp;In September 2021, it partnered with Barstool Sports, expanding its product portfolio with the launch of a portfolio of ready-to-heat pizzas under the One Bite brand, available across ​​3,500 Walmart stores and online at Walmart.com, OneBite.app, FreshDirect.com, and HappiFoodi.com.&nbsp;

Happi Foodi

Saffron Road is a food company specializing in world cuisine frozen entrées, shelf-stable meals, simmer sauces, and snacks. As of October 2024, Saffron Road offered various global cuisines, including Indian, Thai, Mexican, Middle Eastern, and Korean cuisines. The company's products were available in over 25,000 retail stores across the US.Saffron Road claims it uses high-quality, ethically sourced ingredients in its products. All of its offerings are halal-certified and most are also gluten-free, kosher, USDA Organic, and Non-GMO Project Verified. The company claims it never uses antibiotics, artificial ingredients, GMOs, or protein isolates in its products and that it uses only 100% vegetarian-fed and humanely raised animals.As of 2024, the company expanded its product line to include over 50 items, ranging from frozen entrées and shelf-stable meal pouches to simmer sauces and organic crunchy chickpea snacks. Some of Saffron Road's most popular frozen entrées include Chicken Tikka Masala, Chicken Pad Thai, and Chicken Biryani. In July 2023, Saffron Road announced its plans to target the Canadian meat and dairy alternatives market for expansion.The company uses microwaveable pouches instead of glass containers for its simmer sauces, claiming to reduce energy use in transportation by over 30% and decrease its overall carbon footprint by 70%.Key customers and partnershipsAs of October 2024, Saffron Road established partnerships with major retailers across the US. The company's products were sold in over 25,000 stores nationwide, including Walmart, Kroger, Whole Foods Market, Target, Publix, Wegmans, Costco, and Amazon.Whole Foods Market played a crucial role in Saffron Road's early success, being the first national retailer to launch the brand in August 2010. The partnership helped Saffron Road reach a broader audience beyond the Muslim community, appealing to health-conscious consumers and those interested in global cuisines.

Saffron Road

Creating snack products optimized for air fryers, ensuring even cooking and maintaining taste and texture when air-fried

Enhancing snack texture to achieve a satisfying, crunchy bite, elevating the sensory appeal of snacking experiences

Frozen meals that preserve fresh-like quality, maintaining taste and texture as if freshly made

Fully cooked meals or meal kits that are quick and easy to prepare, reducing preparation time and effort

Fully cooked meals that require no refrigeration and can be easily prepared by microwaving

Companies in this hub deals with providing meals that align with specific dietary requirements/preferences of customers

Wholly Veggie

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