THE SIMPLE ROOT ANNOUNCES LAUNCH OF NEW VEG-BASED DIPS IN US

PUBLISHING DATE
June 30, 2022

The Simple Root, a new global plant-based brand, is set to launch a line of cream-cheese style products and vegetable dips in the US later this year, with the backing of venture management firm Pilot Lite and the multi-national McCain Foods company.

According to the brand, it uses an innovative process to create a creamy base from root vegetables, then blends in a handful of other ingredients including fruits, herbs and spices. The refrigerated products are not made with dairy, nuts, soy, gluten, wheat, eggs or artificial colours, flavours, or preservatives.

Using only root vegetables such as potatoes, sweet potatoes, and parsnips, they are wholesome and simply made, the company claims.  

Because they are free from dairy, nuts, soy, gluten, wheat, eggs and artificial colours and preservatives, The Simple Root range also has a lower environmental impact than their counterparts with those elements present. Producing vegetables uses significantly less water and has lower gas emissions compared to the production of dairy, soy, or nuts, a press release states.

David Behringer, Global CEO of The Simple Root, said: “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, and great-tasting foods.”

Behringer, described as an “award-winning R&D and venture leader with a 25-year track record in food and beverage innovation for large corporates and start-ups”, will lead a global team of professionals experienced in the development and marketing of major food brands at The Simple Root.

Lora Spizzirri, Chief Technology Officer of The Simple Root, added: “Our patented process allows us to create dips, cheeses, sauces, and desserts with a creamy, smooth base that’s often missing in other plant-based products. With this unique root-vegetable base, we’re able to make dairy- and nut-free versions of popular foods consumers enjoy without having to sacrifice taste and texture.”

The Simple Root products available this autumn include:

Dips

  • Salsa Con Queso
  • Sweet & Spicy Mango Sweet Potato
  • Spinach, Artichoke & Kale

Artisan Cheese-Style Spreads

  • Sun-dried Tomato Caprese
  • Smoked Gouda

Cream Cheese-Style Spreads

  • Original Plain
  • Garlic & Herb
  • Strawberry
  • Sweet Chili

The Simple Root brand will be placed in the refrigerated section of major and specialty retailers beginning in the Northeast of the US, the firm said.

Leslie Maclin, Chief Marketing Officer of The Simple Root, commented: “The Simple Root is the perfect partner for modern households who are looking for interesting ways to incorporate more vegetables and plant-based foods into their diet. Our deliciously appealing veggie-based foods make it simple for all consumers to liven up snacks, meals, and sharing occasions.”

The Simple Root brand launched plant-based sauces earlier this year in the United Kingdom.

Louise Wymer, The Simple Root UK CEO, commented: “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. 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.”

In 2023, the global brand is set to expand its range to include refrigerated plant-based cheeses, sauces, and desserts in the US and refrigerated plant-based dips, cream cheese- and artisan cheese-style spreads, cheeses, and desserts in the UK, the company said.

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