The Simple Root launches in the US

28 June 2022
The Simple Root launches in the US

The Simple Root™, a new global plant-based brand backed by Pilot Lite and the multinational McCain Foods company, has announced that it will launch a vegetable-forward line of dips, cream cheese-style spreads and artisan cheese-style spreads in the US this fall.

Unlike other plant-based foods that rely on soy, nuts, and highly processed ingredients, The Simple Root products are vegetable-laden, wholesome, and simply made. Using an innovative process, the company creates a creamy base from root vegetables — including potatoes, sweet potatoes, and parsnips — and then blends in a handful of other ingredients, including vegetables, fruits, herbs and spices to make the dips and spreads. 


The refrigerated products are not made with dairy, nuts, soy, gluten, wheat, eggs, or artificial colors, flavors, or preservatives. Vegetable-first plant-based foods have a lower environmental impact than products made with dairy, soy, or nuts. Producing vegetables uses significantly less water and has lower gas emissions compared to the production of dairy, soy, or nuts. 



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, an award-winning R&D and venture leader with a 25-year track record in food and beverage innovation for large corporates and startups, leads 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, said: “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 fall include: 


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

Leslie Maclin, Chief Marketing Officer of The Simple Root, said: “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, said: “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 will 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.


For more information, visit the website here


launch america food-bev market-expansion launch america