Strong Roots has launched a new line called Little Roots in order to introduce children to healthy, nutritious and veg meals.

After raising $18.3 million in a Series A fundraiser led by New York-based private equity firm Goode Partners last year, the Irish startup has unveiled a new range of natural health foods called Little Roots aimed at fussy eaters and children.

“Mealtimes with family can be an anchor in a sea of change, and we want to help make them that little bit easier. So, we’ve created Little Roots, a kids first collection, to help you turn vegetable nay-sayers into vegetable yay-sayers,” wrote the brand on Instagram.

“Made from the freshest vegetables, with no added nasties, Little Roots helps you give your family all the goodness they need to fuel their daily adventures.

The new range consists of Sweet Potato & Butternut Nuggets, Crunchy Corn & Carrot Chunks, Pea & Lemon Minis and White Root Vegetable Bites.

“With 3 veggies in every bite: they’re low in saturated fat, low in sugar, and all-importantly a great source of fibre. Best of all, they’ll be the tastiest little veg-bombs in your freezer and ready in just 14 minutes in the oven,” added the brand.

The range is already available in select Asda UK stores and will start rolling out into Tesco, Sainsbury’s, Waitrose, Ocado and Marks & Spencer from next month.

Strong Roots founder & CEO Samuel Dennigan told The Grocer: “The range has been created to teach kids about texture, origin and provide food that is healthy for the whole family.”

According to Dennigan, the new range aims to bridge the gap observed when trying to buy healthy nutritious options for kids from the market.

 “Parents need something that they can trust is good and most of the time that means doing it themselves from scratch. Now they don’t need to.”

Strong Roots

Strong Roots was launched in 2015 by entrepreneur Samuel Dennigan in response to the lack of innovation and modernization in the stagnant frozen produce food sector. Since then, the international brand has expanded to include tens of frozen vegetable products and was recognized as the fastest-growing food brand in the U.K. last year.

Along with the Little Roots range, the company also announced the launch of its other snack item- Proper chips- made with perfect potatoes and cooked with a drop of sunflower oil, “two ingredients, one proper tasty chip.”

• Read: UK school and hospital caterers pledge to slash 20% meat from menus

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