McCain’s Foods, a leading frozen food company, has recently made a strategic move by acquiring Dublin-based food producer Strong Roots, following a successful partnership in 2021. This acquisition marks a significant step in McCain’s expansion into the plant-based meal market.
Strong Roots is known for its wide range of plant-based meal products, such as Thai Green Veg Curry, Veggie Masala, Mediterranean Orzo Bake, Sweet Potato Hash Browns, and Crispy Veg Nuggets. This acquisition will not only strengthen McCain’s portfolio but also bring innovative and sustainable food options to consumers worldwide.
In order to ensure brand consistency, McCain has announced the formation of a brand advisory council, which will include Strong Roots’ founder, members of both the Strong Roots and McCain teams, and external advisors. This collaborative approach emphasizes McCain’s dedication to maintaining the integrity of the Strong Roots brand.
Moreover, McCain has expressed its commitment to “fixing the freezer aisle” by expanding the reach of the Strong Roots brand to new regions. In addition, McCain has pledged to implement regenerative agriculture practices across 100% of its potato acreage by the year 2030, showcasing their dedication to sustainability and environmental responsibility.
Jillian Moffatt, regional president of McCain GB & Ireland, stated, “This investment strengthens McCain’s commitment to planet-friendly food and allows us to offer a wider range of healthier options that are grown, processed, and shipped sustainably. With shared values and vision, we look forward to scaling the Strong Roots brand globally.”
Samuel Dennigan, founder and CEO of Strong Roots, added, “Partnering with McCain has fueled our growth, and this acquisition will enable us to continue our focus on sustainability while expanding our innovative offerings to reach more consumers worldwide.”
Peter Dawe, chief growth and strategy officer of McCain Foods, emphasized the importance of the partnership with Strong Roots in diversifying their portfolio and meeting evolving consumer demands. He stated, “Our collaboration with Strong Roots since 2021 reflects our commitment to investing in the future. We are excited to further accelerate growth and bring natural, simple meals to even more customers in retail and foodservice markets.”
This acquisition not only strengthens McCain’s position in the frozen food market but also highlights their dedication to sustainability and innovation in the food industry.
