It was announced today that Irish company, Strong Roots has secured a deal with UK retailer, Waitrose.
From February, Strong Roots will be available in 200 Waitrose stores across the UK. The brand founded by Dublin-man Samuel Dennigan (31) is already listed in nine Whole Foods stores in the UK and is one of their top frozen sellers.
In just 12 months, revenue at Strong Roots soared by over 1000pc and its signature product, a frozen take on the sweet potato, secured nationwide listings in Ireland through Musgrave, Dunnes and Tesco.
The chain will stock Strong Roots’ first product, Oven Baked Sweet Potato, and its latest product Kale and Quinoa burgers with the view to supplying further products as they come on stream in 2017.
Strong Roots will invest over €1 million into a UK marketing campaign which includes a strong focus on digital and experiential activity throughout 2017 / 18.
Speaking about the new deal, Samuel said, "Waitrose is an ideal launch partner for us as we build our presence in the UK market. Our association with Waitrose in addition to our existing partnership with Whole Foods reinforces our visibility as a premium proposition. We see major potential for significant growth in this category both in the UK and other markets like the gulf."
Source: www.businessworld.ie
