Strong Roots
Strong Roots is a privately held Irish plant-based frozen food company that develops and distributes vegan-friendly products such as Cauliflower Hash Browns, Proper Chips, and Spinach Bites to retail consumers across the USA, UK, Ireland, France, and Australia through supermarket chains and online grocery platforms.
- Company typePrivate
- Founded2015
- HeadquartersDublin, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Strong Roots does
Strong Roots is a privately held Irish plant-based frozen food company founded in 2015 by Sam Dennigan. The company develops and distributes a focused portfolio of vegan-friendly frozen products including Cauliflower Hash Browns, Proper Chips, and Spinach Bites, with positioning centered on whole, recognizable plant-based ingredients rather than meat analogues. Its value proposition emphasizes clean-label attributes (non-GMO, no artificial colours or flavourings, low saturated fat, source of fibre) and convenience, with preparation methods spanning oven, air-fryer, frying pan, and BBQ. Products are manufactured at multiple sites across Europe, the UK, and the USA, and distributed via major supermarket chains and online grocery platforms in five countries: the USA, UK, Ireland, France, and Australia.
The company maintains three offices — Dublin (headquarters), London, and New York — supporting a consumer-facing, retail-centric go-to-market motion. Demand generation relies on recipe content marketing (a published recipe blog featuring dishes like Spinach Bites Beet Hummus Pitas and Mediterranean Loaded Fries with Chickpeas), organic social media (approximately 46,900 Instagram followers and 37,200 Facebook followers), influencer collaborations, and press outreach. The business model is straightforward retail product sales through grocery stockists; the company does not operate direct-to-consumer delivery, instead directing online orders to its retail partners.
Strong Roots has raised approximately $95M across three disclosed funding rounds, anchored by a $55M strategic minority investment from McCain Foods in December 2021 and a follow-on of approximately $21.9M in June 2023, alongside an earlier $18.3M round led by Goode Partners in September 2019. The McCain relationship provides strategic access to a major global frozen-food manufacturer's distribution and manufacturing capabilities. There is no disclosed proprietary technology platform, app, or AI capability; the company's competitive differentiation rests on brand positioning, retail distribution, clean-label product attributes, and the McCain partnership rather than technology.
Strong Roots firmographics
Firmographics- Name
- Strong Roots
- Legal name
- Strong Roots
- Website
- https://strongroots.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Strong Roots is a privately held Irish plant-based frozen food company that develops and distributes vegan-friendly products such as Cauliflower Hash Browns, Proper Chips, and Spinach Bites to retail consumers across the USA, UK, Ireland, France, and Australia through supermarket chains and online grocery platforms.
- Ownership category
- akta.pro rank
Strong Roots industry classification
Industry- Product category
- Plant-Based Frozen Foods
- NAICS
- Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Frozen Plant-Based & Vegetarian Meals (CRADADAF)
- akta.pro secondary industries
- Frozen Side Dishes (Vegetables, Potatoes, Grains) (CRADADAI), Frozen Snacks & Appetizers (CRADADAD), Frozen Ethnic & International Meals (CRADADAE)
Keywords
Where Strong Roots is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices3 records
Markets served
Strong Roots business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: Strong Roots generates revenue through the sale of its plant-based frozen food products via retail distribution channels, including supermarket chains and online grocery platforms. The company sells directly to retailers who then sell to end consumers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Strong Roots product offering
Product offeringCore offering
Strong Roots manufactures and sells a focused line of plant-based frozen foods — primarily Cauliflower Hash Browns, Proper Chips (frozen fries), and Spinach Bites — distributed through supermarket chains and online grocery retailers in the USA, UK, Ireland, France, and Australia. Products are vegan-friendly, low in saturated fat, GMO-free, and free from artificial colours and flavourings, and are designed for convenient preparation via oven, air-fryer, frying pan, or BBQ.
Product overview
Strong Roots is a plant-based frozen food company offering a focused portfolio of core products: Cauliflower Hash Browns (cauliflower-based breakfast patties), Proper Chips (frozen potato chips/fries), and Spinach Bites (spinach-based appetizers). All products are vegan-friendly, low in saturated fat, free from GMOs, artificial flavours, and artificial colours. The company manufactures across multiple sites in Europe, the UK, and the USA, with offices in Dublin, London, and New York.
Differentiator
Problem solved
Functional benefit
Products and services
- Cauliflower Hash Browns Frozen cauliflower-based hash brown patties designed as a plant-based breakfast and brunch item, prepared from frozen via oven-bake, air-fryer, frying pan, or BBQ. Aimed at consumers seeking convenient vegetable-forward frozen meals and sides.
- Proper Chips Frozen potato chips/fries product used as a base for loaded fries recipes (e.g., Mediterranean Loaded Fries with Chickpeas). Sold through retail and online grocery partners across multiple markets.
- Spinach Bites Frozen spinach-based appetizer bites, oven-baked and served warm, used in recipes such as Spinach Bites Beet Hummus Pitas. Sold through retail stockists to consumers seeking convenient plant-based snacks and meal components.
Companies that use Strong Roots
Customer profileSegments1 record
Ideal customer profiles1 record
Strong Roots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Strong Roots partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Retail / Stockist PartnerscoreStrong Roots distributes its products through a network of retail and supermarket partners across multiple countries including the USA, UK, Ireland, Australia, and France. The company actively seeks new stockists and can be contacted via [email protected] for distribution enquiries.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Strong Roots competitors and assessment
Company assessmentDirect peers
- Amy's Kitchen: Amy's Kitchen is a leading frozen vegetarian and plant-based meals brand with broad retail distribution across the US, UK, and EU. It is the most directly comparable peer given its focus on frozen, vegetable-forward, organic-positioned meals that overlap with Strong Roots' core proposition.
- Cascadian Farm: Cascadian Farm (General Mills) is an organic frozen vegetable and frozen meal brand. It overlaps with Strong Roots on clean-label, organic-leaning frozen vegetable SKUs sold through mainstream grocery channels.
- MorningStar Farms: MorningStar Farms (Kellanova) is a leading plant-based frozen brand spanning veggie burgers, meat alternatives, and breakfast items. It competes directly with Strong Roots in the frozen plant-based category, particularly in US retail.
- Gardein: Gardein (Conagra Brands) is a plant-based frozen protein brand offering meat alternatives across retail channels. It is comparable to Strong Roots in the plant-based frozen category, though it leans more heavily on meat-analogue products.
- Sweet Earth Foods: Sweet Earth Foods (Nestlé) is a plant-based and vegetarian frozen meals brand with strong US natural-channel presence. It overlaps directly with Strong Roots on frozen plant-based entrees and snacks sold through grocery retail.
- Dr. Praeger's Sensible Foods: Dr. Praeger's is a frozen plant-based brand known for veggie burgers, hash browns, and bites. Its cauliflower hash browns and veggie bite products directly overlap with Strong Roots' core SKUs in US retail.
- Tattooed Chef: Tattooed Chef is a frozen plant-based meals and cauliflower-crust brand with US grocery and club-store distribution. It is comparable to Strong Roots on frozen plant-based positioning, frozen vegetable-led SKUs, and retail-channel go-to-market.
Broad incumbents
- Birds Eye: Birds Eye (owned by Conagra Brands / Nomad Foods) is a major frozen vegetable and frozen meal brand with deep UK and EU retail penetration. It competes for the same frozen-aisle shopper Strong Roots targets, though its portfolio is broader and not exclusively plant-based.
- Green Giant (B&G Foods): Green Giant is an established frozen-vegetable brand now under B&G Foods in the US. It is a broad incumbent competitor in the same frozen vegetable category where Strong Roots' Cauliflower Hash Browns and Proper Chips compete.
Others
- McCain Foods: McCain Foods is a global frozen potato and frozen food incumbent and a minority investor in Strong Roots. It is comparable as both a strategic partner and an overlapping competitor in frozen fries and frozen vegetable products.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Strong Roots social profiles
Digital presenceStrong Roots financial estimates
Financial estimateRevenue estimate
Valuation estimate
Strong Roots leadership team
Management profileNumber of profiles
Profiles1 record
Strong Roots funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Strong Roots M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Strong Roots
What does Strong Roots do?
Strong Roots manufactures and sells a focused line of plant-based frozen foods — primarily Cauliflower Hash Browns, Proper Chips (frozen fries), and Spinach Bites — distributed through supermarket chains and online grocery retailers in the USA, UK, Ireland, France, and Australia. Products are vegan-friendly, low in saturated fat, GMO-free, and free from artificial colours and flavourings, and are designed for convenient preparation via oven, air-fryer, frying pan, or BBQ.
Is Strong Roots a public or private company?
Strong Roots is a private company. It is classified as venture growth investor backed and is currently operating.
When was Strong Roots founded?
Strong Roots was founded in 2015. It employs 11 to 50 people.
Where is Strong Roots based?
Strong Roots is headquartered in Dublin, Ireland, in the Europe region.
How does Strong Roots make money?
One revenue line is on record: retail Product Sales.
Who are Strong Roots's main competitors?
Direct peers on record are Amy's Kitchen, Cascadian Farm, MorningStar Farms, Gardein, Sweet Earth Foods, Dr. Praeger's Sensible Foods and Tattooed Chef. Broad incumbents are Birds Eye and Green Giant (B&G Foods). McCain Foods is listed as an others.
Does Strong Roots have an API?
No public API is recorded for Strong Roots.
What industry is Strong Roots in?
Strong Roots's product category is Plant-Based Frozen Foods. Its primary akta.pro industry code is CRADADAF, Frozen Plant-Based & Vegetarian Meals, with a secondary code of CRADADAI, Frozen Side Dishes (Vegetables, Potatoes, Grains). Its NAICS code is 311412 and its SIC code is 2030.