McCain Foods has teamed up with product developer and investor Pilot Lite Capital to develop The Simple Root, a new dairy-alternative brand “harnessing the power of the potato”.
A range of cooking sauces, dips, pesto and alternatives to cheese have been created with potatoes and other root vegetables as part of their recipes.
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Products will be launched in the UK “later this year”, McCain Foods and Pilot Lite Capital said in a joint statement. “A global roll-out across key markets – including the USA and Canada – will follow,” Just Food was told. Listings are yet to be finalised.
In the launch statement, French fry giant McCain and Pilot Lite Capital – which says it works with multinationals to “accelerate the commercialisation of their R&D” – said The Simple Root would offer products “with minimal processing, a low carbon footprint and locally sourced ingredients”.
Dave Behringer, a former executive at Kraft Foods, is CEO of product-launch arm Pilot Lite Ventures and is to hold the position of CEO of The Simple Root.
McCain Foods marketing director Mark Hodge said: “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.”
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