Strong Roots

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.

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

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

• Plant-based frozen food
• Frozen vegetable snacks
• Cauliflower hash browns
• Vegan frozen meals
• Frozen potato chips

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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

Core 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.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Retail / Stockist PartnerscoreChannel Partner/ Reseller/ DistributorStrong 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

Direct 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

• Facebookfacebook.com/StrongRootsPlantBased
• Instagraminstagram.com/strongroots
• Xx.com/strongrootsirl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Strong Roots