The Simple Root 22 September 2021 THE SIMPLE ROOT’ GLOBAL BRAND TO LAUNCH IN THE UK WITH MCCAIN FOODS BACKING ‘The Simple Root’ is a new player in the growing plant-based foods market, offering an exciting range of dairy alternative products The brand uses unique IP technology developed in partnership with McCain Foods to create the taste and texture of dairy using root vegetables, herbs and spices, and is a key addition to McCain’s continued investment in innovation Product pipeline includes cooking sauces, dips and cheese alternatives – with global roll out to key markets coming soon The Simple Root, an exciting new global plant-based brand backed by world leading FMCG McCain Foods, will launch in the UK later this year, harnessing the power of the potato to create delicious alternatives to dairy based foods. Launching in the UK later this year, with a global roll out across key markets to follow, the range includes versatile cooking sauces such as bechamel, truffle and cheese, and pesto, cream ‘cheeze,’ and a range of dips such as roasted garlic and herb and smoky chipotle. Consumer demand for plant-based alternatives to meat and dairy is growing rapidly and showing no sign of slowing, with the value of UK plant-based market estimated to be worth over £600m. The Simple Root is the latest major brand in this category to launch in the UK, offering dips, spreads, sauces and ‘cheeses,’ all with minimal processing, a low carbon footprint and locally sourced ingredients. Products within the range offer a simple “route” to enjoying a variety of foods for snacking, cooking and sharing that offer accessibility and food freedom for all, without compromise on taste. The Simple Root uses innovative technology to transform potatoes and other root vegetables into the creamy taste and texture which is essential to many consumer’s favourite dairy treats, but without artificial flavours and allergens such as dairy, nuts, soy and eggs. The technology to create this patented ingredient base was developed in collaboration with McCain Foods, the world’s largest manufacturer of frozen potato products, and Pilot Lite Capital. This partnership supports McCain Foods’ drive for innovation beyond its core portfolio, including recent investments in Truleaf (vertical farming), NUGGS (plant-based chicken nuggets) and Fiddlehead (a data science company). McCain Foods have been innovating new ways to enjoy the potato since 1957, and now brings its expertise to The Simple Root. Mark Hodge, Marketing Director for McCain, says, “Since its very beginning, innovation to meet changing customer needs has been central to McCain, from Lighter Home Chips to Ready Baked Jackets. We are always looking for ways to make our delicious products better for consumers and better for our planet, and the plant-based dairy alternative category is an exciting new space for the business. “We are pleased to bring our global commercial expertise to The Simple Root team, who share this vision, and to work with them on developing exciting solutions to meet increasing customer demand for plant-based options.” The Simple Root team brings a wealth of experience in the development and marketing of food brands to the table, led by Global CEO David Behringer and UK CEO Louise Wymer. Lora Spizzirri, Global Chief Technology Officer: “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 cooking sauces, dips and cheese spreads, making it easy for them to easily upgrade their food choices, but with no sacrifice to taste or texture.” Louise Wymer, UK CEO of The Simple Root: “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. We can’t wait to launch this game changing range in the UK.” Shipments of The Simple Root’s initial UK range will be available soon, with an innovative pipeline of exciting new products and global roll out coming soon. *** ENDS Notes To Editors Find out more at: thesimpleroot.uk About David Behringer (Global CEO of The Simple Root) David is an award winning innovator, R&D and venture leader with a 25+ year track record of delivering F&B technology innovation across product, packaging and processing initiatives for large corporates and start ups. Prior to joining Pilot Lite Ventures, David was the Chief Technology Officer for 915 Labs and for over 20 years, was an R&D leader at Kraft Foods responsible for the launch of multiple market successes such as Kraft Fat Free Salad Dressings, Back to Nature Natural and Organic Brand, South Beach Diet and patented packaging innovations such as “Peel & Seal” for Chips Ahoy and Ore. About Louise Wymer (UK CEO of The Simple Root) Louise is an experienced business leader and entrepreneur who founded a multi award winning contract catering business in 2004 that was recognised as a Sunday Times Fast Track 100 company in 2009 and 2010. Louise led a healthy eating agenda and ethical procurement strategy across the business, delivering innovative food solutions to a varied client portfolio across the UK and was recognised as a finalist of the UK Veuve Clicquot Businesswoman of Year 2009 awards. Louise successfully sold the business in 2016, having achieved year on year growth for 12 years, since when she has been active in supporting, mentoring and investing in a number of start-up companies to support strategies of growth and profitability. About Pilot Lite Capital Pilot Lite Capital is a pioneer and international leader in venture commercialisation and management, with a successful track record of both helping multi-national corporations accelerate the commercialization of their R&D and innovation, and supporting the launch of viable, valuable and sustainable ventures originating from Corporates globally. Pilot Lite Group helps to identify, de-risk, validate and launch early-stage technologies, new ventures and stranded intellectual property across developed and emerging channels and markets. ABOUT MCCAIN McCain makes Britain’s favourite chips and takes pride in the quality and care that goes into every mouthful. At our heart is the food we make and the people around us, from our network of hundreds of potato growers to families enjoying our food at home. 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