The two brands previously announced a strategic partnership in 2021, with McCain investing in Strong Roots to expand its product offering and reach into more regional markets.
Strong Roots retain its identity and operate as a distinct business under the leadership of Charlotte Turton alongside founder Samuel Dennigan. An advisory council made of members from McCain and Strong Roots will serve to maintain brand consistency, supported by external advisors.
Investment in sustainability
Jillian Moffatt, McCain GB & Ireland regional president, said: "This investment bolsters McCain’s commitment to planet-friendly food, enabling us to extend our portfolio of healthier options that are grown, processed and shipped in a sustainable manner.
“With a vision and values aligned to McCain’s, we are excited to continue our journey to scale the Strong Roots brand globally.”
Strong Roots products have so far joined the McCain Foodservice portfolio in Great Britain and Ireland and retail portfolio in France, with further plans to scale retail and foodservice offerings globally.
‘Tremendous growth’
Samuel Dennigan, Strong Roots founder and chief executive, added: “We have witnessed tremendous growth since partnering with McCain and this move will enable Strong Roots to maintain its focus on sustainability while propelling innovation to bring delicious, vegetable forward products to more consumers around the world.”
The strengthened partnership with Strong Roots is the latest of a series of investments and acquisitions McCain has made in recent years to expand its product and service offerings including Scelta Products and Forno Di Minas.
In January, McCain McCain set its sights on implementing regenerative agriculture practices across 100% of the global acreage that grows potatoes for its products by the end of the decade, with details of its progress outlined in its new global sustainability report.
Meanwhile, in other acquisition news, BAKO Group has announced the full acquisition of bakery firm Finlay’s Foods for an undisclosed fee.
