In late August, KFC created a minor sensation when it immediately sold out of Beyond Meat’s plant-based “chicken.” Similarly, Burger King experienced a nationwide sellout of its meatless new Impossible Whopper.

Now, a new Irish startup called Strong Roots is attempting to do for frozen cuisine what Beyond and Impossible did for fast food. Thanks to a new $18.3 million Series A funding round, the firm has the capital to further the meatless food revolution.

Strong Roots’ Frozen Food Offerings

Like its fellow health-conscious revolutionaries, Strong Roots aims to disrupt the food industry with flavorful vegan meal alternatives. The firm works to lure away TV dinner aficionados with unusual but delicious offerings like cauliflower hash browns, spinach bites, and burgers made from kale, beetroot, pumpkin, and spinach.

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In addition to being incredibly flavorful, Strong Roots’ products are also quality additions to a healthy diet. The firm’s dishes lack trans fats, aren’t genetically modified, and are free of artificial flavors.

Founded in 2015, the startup’s food has been a big hit in the United Kingdom. Because of partnerships with Tesco, Sainsbury’s, and Marks & Spencer, the firm has made over 8 million sales. The company has also secured distribution deals in Bahrain, Iceland, Qatar, Singapore, the United Arab Emirates, and the United States.

As a result, Strong Roots predicts that it will sell $50 million worth of vegan frozen food by the year’s end.

Expansion Plans and Staggering Growth Potential

Strong Roots just received its $18.3 million investment from Goode Partners. The startup has already made plans for how it will use the new capital. CEO Samuel Dennigan told TechCrunch that his firm would use its new funding to further product development and its international expansion. Specifically, the firm wants to get more of its products into American stores like Target, Wegmans, and Whole Foods.

The executive told the website that breaking into the U.S. market represents a tremendous opportunity for his firm.

Indeed, a survey from DuPont Nutrition and Health found that half of U.S. consumers recently increased their intake of plant-based foods. Moreover, 60 percent of the survey’s respondents say that their switch to a meatless diet is permanent. Statista notes that the global health-food market, currently worth $707 billion, will grow to $812 billion by 2021.

If Strong Roots establishes a foothold in the U.S. market, it could become the Tyson or Stouffer’s of meatless cuisine.

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