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.
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.
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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.”