Multinational frozen potato specialty, appetizer and dessert products maker McCain Foods and Pilot Life Ventures are supporting The Simple Root line of refrigerated dips, cream cheese- and artisan cheese-style spreads that will be launched in the United States this fall. The brand utilizes technology developed in partnership with McCain to create the taste and texture of dairy using root vegetables, herbs and spices, and is a key addition to McCain’s continued investment in innovation.
Unlike other plant-based foods that rely on soy, nuts and highly processed ingredients, Simple Root products are vegetable-laden. An innovative manufacturing process creates a creamy base from root vegetables – among them potatoes, sweet potatoes, and parsnips – and then blends in a handful of other ingredients, including non-root vegetables, fruits, herbs and spices to make the dips and spreads.
“Vegetables are our first and most important ingredient. The Simple Root brand is about giving consumers a way to add more veggies to their diet with versatile, convenient, great-tasting foods,” said Global CEO David Behringer, a veteran food and beverage industry innovator with experience at large corporations as well as startup enterprises.
“The brand has been hugely well received in the UK. There is a recognition that consumers are becoming increasingly discerning when it comes to plant-based food. It’s no longer just about cutting meat and dairy out, but about getting more vegetables in,” said Louise Wymer, Simple Root’s chief executive officer in the United Kingdom. “Our products have received a 90% purchase-intent rating from consumers in testing, proving the demand for a plant-based brand which is veg-packed, simply made and better for you.”
The product initial rollout of dips in the United States will include Salsa Con Queso, Sweet & Spicy Mango Sweet Potato, and Spinach, Artichoke & Kale. Among artisan cheese-style spreads slated to hit the market areSun-dried Tomato Caprese and Smoked Gouda, while the cream cheese-style spreads debuting will include Original Plain, Garlic & Herb, Strawberry, and Sweet Chili.
