McCain buys Strong Roots minority stake for £42m

McCain has invested £41.7 million ($55 million) in a vegan company to capitalise on demand for healthy and sustainable meals.

Strong Roots, which operates across Britain, Ireland and the US, will work with its multi-billion pound partner to expand “globally” with new retailers.

With a mission to “fix the freezer aisle”, its frozen meals are sold by all Big 4 grocers plus Waitrose, Marks & Spencer, Iceland and the Co-op.

It also intends to use McCain’s network to start supplying hospitality businesses.

READ MORE: The bloodless revolution: What does ‘peak vegan’ look like?

McCain, the world’s biggest frozen chip company, acquired a minority stake in the group.

Samuel Dennigan, the founder of Strong Roots, said the investment would grow its brand and bring change “globally and impactfully”.

McCain boss Max Koeune said the chip giant was developing its “portfolio of healthier food that meets changing consumer demands in a sustainable way”.

It marks McCain’s latest attempt to appeal to vegan shoppers, having recently invested in dairy alternative business Simple Root.

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