04/10/2021 – Products / Plant-Based / Simple Root / Brand / Dips / Sauces / Pilot Lite Ventures / UK
Plant-based brand ‘The Simple Root’ to launch in UK
This October sees the UK launch of The Simple Root – a new, plant-based brand designed to meet the ever-increasing consumer demand for healthier, more versatile and sustainable food solutions, starting with a range of sauces and dips.
First to launch in October will be a range of versatile cooking sauces, including Pesto & Parmesan Style pasta sauce (containing over 70-per-cent less fat that regular pesto) and a range of dips, including Roasted Garlic & Herb.
All The Simple Root dips and sauces are free from dairy, gluten, wheat, soy and all the major UK allergens.
Versatile vegan base
The Simple Root is developed using innovative technology that transforms potatoes and other root vegetables including parsnips and sweet potato into versatile dairy- and gluten-free base products for multiple flavour skews.
Due to the use of chicory root in their manufacture, all the dips and sauces are high in fibre – thus boosting gut-friendly qualities – and are fully compliant with UK government HFSS guidelines.
The Simple Root range uses all natural ingredients, no artificial flavours or preservatives, and each sauce or dip is made of at least 50 per cent vegetables.
The selection of highly versatile sauces will include: Truffle & Cheese style; Béchamel style; Satay style, and Pesto & Parmesan Style pasta sauce
The Simple Root will debut its collection of innovative dips with a range of on trend flavour skews: Piquante Jalapeno; Smoky Chipotle Nacho; and Roasted Garlic & Herb.
“As demand grows for better for you foods made from simple, less processed ingredients, The Simple Root offers a range of tasty, convenient and versatile solutions for snacking, cooking and sharing,” the firm said in a statement, adding that the brand’s range would expand over time to include “delicious Plant-Based Cheese & Dairy Alternative products, Snacks, Cooking & Meal Solutions”, with innovation pipeline categories including beverage and indulgent desserts.
The Simple Root team brings over 20 years of experience in the development and marketing of food brands to the table, led by CEO Louise Wymer, Marketing Director Ruth Fittock (previously of Popchips), alongside a global team of industry veterans.
Lora Spizzirri, the firm’s Global CTO, said: “Our patented technology truly delivers a creamy and smooth ingredient base so we can create dairy- and nut-free versions of consumers’ favourite foods, like cheese spreads and creamy dips, making it easy for them to upgrade their food choices, but with no sacrifice to taste or texture.”
Louise Wymer, UK CEO of The Simple Root, revealed: “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,” advised the experienced business leader and entrepreneur, adding: “We can’t wait to launch this game changing range in the UK.”
The Simple Root is backed by venture management specialist Pilot Lite Group, which significantly reduces the risk normally associated with advancing a start-up. “This financial and commercial support means that the team can viably discuss larger-scale in-store marketing and POS support for retailers to ramp up sales activity very early in the buying process,” said The Simple Root in a statement.
The Simple Root will launch at Lunch! tradeshow (23–24 September) at London’s ExCel.
The Hotel & Hospitality Show 2023
Sandton Convention Centre, South Africa