McCain-backed plant-based brand Simple Root set for UK launch

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The Simple Root, a new global plant-based brand backed by McCain Foods, will be launched in the UK later this year, with a range of dairy alternative products.

The range includes versatile cooking sauces such as bechamel, truffle and cheese, and pesto, cream ‘cheeze,’ and a range of dips such as roasted garlic and herb and smoky chipotle.

The Simple Root uses innovative technology to transform potatoes and other root vegetables into the creamy taste and texture which is essential to many consumer’s favourite dairy treats, but without artificial flavours and allergens such as dairy, nuts, soy and eggs.

The technology to create this patented ingredient base was developed in collaboration with McCain Foods, the world’s largest manufacturer of frozen potato products, and Pilot Lite Capital.

“We are always looking for ways to make our delicious products better for consumers and better for our planet, and the plant-based dairy alternative category is an exciting new space for the business,” Mark Hodge, Marketing Director for McCain, said.

“We are pleased to bring our global commercial expertise to The Simple Root team, who share this vision, and to work with them on developing exciting solutions to meet increasing customer demand for plant-based options.”

With consumer demand for plant-based alternatives to meat and dairy growing rapidly and showing no sign of slowing, the value of UK plant-based market is estimated to be worth over £600m. The Simple Root is the latest major brand in this category to launch in the UK, offering dips, spreads, sauces and ‘cheeses,’ all with minimal processing, a low carbon footprint and locally sourced ingredients.

“The versatility of our unique ingredient base enables us to quickly follow our UK launch with a robust innovation pipeline of plant-based products from The Simple Root, like desserts that offer the indulgence that consumers crave, but without dairy or nuts. We can’t wait to launch this game changing range in the UK,” commented Louise Wymer, UK chief executive of The Simple Root.