Strong Roots

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. 

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 & Carrot, Crispy Pea & 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. 

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. 

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. 

Key customers and partnerships

As 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.