McCain has selected Omne as its agency partner to launch the Strong Roots brand into the foodservice and hospitality sector, following their successful decade-long partnership in building the McCain Foodservice Solutions business.
Strong Roots has rapidly grown into one of the fastest-growing food brands, attracting a loyal customer base across Europe and the US. The brand focuses on offering high-quality, nutritious plant-based frozen food products, aiming to inspire people to consume more vegetables and drive positive change through sustainable practices.
With its “veg-first” approach, Strong Roots aims to bring excitement to menus in the foodservice industry. To ensure a compelling and relevant menu offering, Omne has collaborated with menu and hospitality experts Egg Soldiers. The agency has previously worked with Egg Soldiers on various culinary projects, and their expertise will be instrumental in creating on-trend and profitable menu solutions using the Strong Roots range, enabling operators to quickly incorporate these products into their menus.
Mark Hodge, VP Marketing at McCain, explained the decision, saying, “Given McCain’s recent investment in Strong Roots, it was a natural choice to task Omne with the challenge of launching an exciting new brand into the foodservice and hospitality market. Omne has a proven track record of success, deep market knowledge, and a desire to be creative and innovative.”
Michael Gividen, CEO of Omne, expressed the agency’s enthusiasm for the launch, stating, “We are delighted to partner with Strong Roots and assist in establishing the brand in the foodservice and hospitality sectors. It’s a rare opportunity for us to collaborate with clients from the ground up, defining the brand’s focus and how it will bring value to operators’ menus.”
The collaboration between Omne, Strong Roots, and Egg Soldiers is expected to drive the brand’s presence in the foodservice industry and offer operators exciting plant-based menu options that meet current consumer demands.
