Europe, UK, Ireland, Retail, Trends

McCain and The Simple Root use potatoes to create alternatives for dairy based foods

The Simple Root, a new global plant-based brand backed by world leading FMCG McCain Foods, will launch in the UK later this year, harnessing the power of the potato to create delicious alternatives to dairy based foods.

Launching in the UK with a global roll out across key markets to follow, the range includes versatile cooking sauces such as bechamel, truffle and cheese, and pesto, cream ‘cheeze,’ and a range of dips such as roasted garlic and herb and smoky chipotle.

Consumer demand for plant-based alternatives to meat and dairy is growing rapidly and showing no sign of slowing, with the value of UK plant-based market estimated to be worth over £600m. The Simple Root is the latest major brand in this category to launch in the UK, offering dips, spreads, sauces and ‘cheeses,’ all with minimal processing, a low carbon footprint and locally sourced ingredients. Products within the range offer a simple “route” to enjoying a variety of foods for snacking, cooking and sharing that offer accessibility and food freedom for all, without compromise on taste.

The Simple Root uses innovative technology to transform potatoes and other root vegetables into the creamy taste and texture which is essential to many consumer’s favourite dairy treats, but without artificial flavours and allergens such as dairy, nuts, soy and eggs. The technology to create this patented ingredient base was developed in collaboration with McCain Foods, the world’s largest manufacturer of frozen potato products, and Pilot Lite Capital.

This partnership supports McCain Foods’ drive for innovation beyond its core portfolio, including recent investments in Truleaf (vertical farming), NUGGS (plant-based chicken nuggets) and Fiddlehead (a data science company).

McCain Foods have been innovating new ways to enjoy the potato since 1957, and now brings its expertise to The Simple Root. Mark Hodge, Marketing Director for McCain, says, “Since its very beginning, innovation to meet changing customer needs has been central to McCain, from Lighter Home Chips to Ready Baked Jackets. We are always looking for ways to make our delicious products better for consumers and better for our planet, and the plant-based dairy alternative category is an exciting new space for the business.

“We are pleased to bring our global commercial expertise to The Simple Root team, who share this vision, and to work with them on developing exciting solutions to meet increasing customer demand for plant-based options.”

The Simple Root team brings a wealth of experience in the development and marketing of food brands to the table, led by Global CEO David Behringer and UK CEO Louise Wymer.

Lora Spizzirri, Global Chief Technology Officer: “Our patented technology truly delivers a creamy and smooth ingredient base so we can create dairy and nut free versions of consumers favourite foods, like cooking sauces, dips and cheese spreads, making it easy for them to easily upgrade their food choices, but with no sacrifice to taste or texture.”

Louise Wymer, UK CEO of The Simple Root: “The versatility of our unique ingredient base enables us to quickly follow our UK launch with a robust innovation pipeline of plant-based products from The Simple Root, like desserts that offer the indulgence that consumers crave, but without dairy or nuts. We can’t wait to launch this game changing range in the UK.”

Shipments of The Simple Root’s initial UK range will be available soon, with an innovative pipeline of exciting new products and global roll out coming soon.

Source: McCain Foods | The Simple Root

Editor & Publisher: Lukie Pieterse

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