This week’s batch of new products that caught the eye include a three-strong range of plant-based soups from Baxters and ice creams from Barratt based on retro sweets.

Frozen-veg maker Strong Roots targets kids

Strong Roots, the Ireland-based frozen-food supplier, has launched a range of products developed for children.

The company, which markets products such as Kale & Quinoa Burgers and Cauliflower Hash Browns, said its new line would be sold under the Little Roots sub-brand.

“Since becoming a Dad myself, I can see that the options for little ones are limited. Parents need something that they can trust is good and most of the time that means doing it themselves from scratch. Now they don’t need to,” Strong Roots CEO and founder Samuel Dennigan said.

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The Little Roots range includes Sweet Potato & Butternut Nuggets and Crunchy Corn & Carrot Chunks. Retailing at GBP3 (US$3.74), the products launched in Asda this month and will roll-out in retailers including Tesco and Sainsbury’s “over the coming months”, the company said.

Last autumn, Strong Roots, which has built a presence on both sides of the Atlantic, announced it had secured investment from a US private-equity firm. The company sold a stake to US private-equity house Goode Partners, which led a Series A round of fundraising in the business.

Noble Foods launches foodservice egg brand in retail

Amid the almost-complete shutdown of the UK’s foodservice sector, UK egg business Noble Foods, which in January launched a brand targeted at the channel, is marketing the product to retailers.

Noble Foods’ The Great British Egg Co. is a brand of whole liquid egg. The company, which also owns the retail-focused brand The Happy Egg Co., said it was launching The Great British Egg Co. “to meet the exceptional demand for eggs during the Covid-19 crisis” in the retail sector.

Veli Moluluo, managing director of the consumer division at Noble Foods, said: “Our industry is unique in that our hens can only lay a finite number of eggs and it takes a considerable amount of time to increase our flock sizes to meet increased demand. 

“However, we have a number of products available under our recently launched foodservice brand, The Great British Egg Co. and by switching the liquid egg products into retail solutions, we can minimise waste and help relieve the pressure on shell egg supply.”

Baxters launches plant-based soup range

Baxters has entered a new category with the launch of a three-strong range of branded plant-based soups in the UK.

The line-up from Scotland-based Baxters includes Jackfruit, Three Bean & Chipotle; Sri Lankan Sweet Potato; and Butternut Squash & Lentil Dhansak.

They are available in Tesco at a recommended retail price of GBP1.55 (US$1.90) with further supermarket listings to follow “later in the year”.

Lorraine Rothwell, European marketing director at Baxters, said: “We’re excited to launch our first ever Plant Based range to the market. Not only did we want something that was vegan-friendly, but we wanted to showcase our commitment to introducing new and exciting recipes that also provide plenty of flavour and nutrients.”

Barratt confectionery brand launches ice creams based on retro sweets

The Barratt confectionery brand, owned by Ireland’s Valeo Foods Group, is launching a range of ice creams and lollies based on retro sweet names in the UK.

Black Jack and Fruit Salad sweets feature in the ice cream line-up, which will go on sale in around 800 Iceland stores on 20 April. The frozen range has been developed and manufactured under license by Ice Fresh Foods based in Norwich, north east England. 

Black Jack Ice Cream Lollies, Fruit Salad Ice Cream Lollies, Flump Ice Cream Lollies, and Dip Dab Ice Lollies with a sachet of sherbet come in a pack of either four or six, while the Wham Ice Cream Tubs are in containers.

The lollies, which will retail at GBP1.50 (US$1.84), contain between 55 and 85 calories per serving, while the ice cream tubs have 138 calories. The tubs will sell for GBP2.00.