European company revolutionising frozen food announces 100% fish-free finger

Veg Finger 1

To coincide with National Vegetarian Week this week, Strong Roots has announced a new dolphin-friendly delicious option that doesn’t contribute to the destruction of the planet’s fisheries… The Veg Finger.

Made from 100% nutrient-packed root vegetables, and wrapped in a gluten-free crumb, the Veg Finger is being rolled out in your local freezer aisle across the UK and Ireland, starting today. It’s comfort food, without the nets. Delicious and sustainably farmed cauliflower, parsnips, and onions.

With UK and Irish customers already making the move from meat, cutting out fish is next on the menu. Fish fingers are the UK’s fourth favourite food. Recent coverage of marine destruction and overfishing has prompted many consumers to extricate fish from their diets. No surprise – the stats are damning: according to Netflix’s Seaspiracy, over 300,000 whales and dolphins are killed each year as bycatch; 30,000 sharks are killed every hour; and 250,000 sea turtles are injured or killed annually in the U.S. alone.

The UK and Irish governments have already started taking action to protect their oceans and marine life, ditching the plastic straw and pledging to establish “Marine Protected Areas”. As anti-fishing trends continue, Strong Roots is prepared for consumers across the UK and Ireland to ditch the fish in favour of the freezer aisle. It’s already happening – the plant-based sector in the UK has grown 40% in the last five years.

Strong Roots recently became only the first Irish plant-based brand to get a B-Corp certification. It recognises that the certification process, important as a standalone goal, was the amendment to our company’s Constitution, which enshrines its environmental and social responsibilities at the highest possible level. Sam sought to weave sustainability goals into the Strong Roots DNA and ensure that the mission is embraced across the whole business.

The Veg Finger will join Strong Roots’ line of plant-based burgers, root vegetables and freezer favorites like Cauliflower Hash Browns and Sweet Potato Fries. Strong Roots is stocked by all major UK retailers, including Tesco, Asda, Sainsburys, Waitrose, Marks & Spencer, Morrisons, Coop, Ocado, Amazon, Wholefoods and independent stores.

Join Strong Roots, in giving Big Fish, The Veg Finger.

About Strong Roots:
Strong Roots was founded in 2015 by Samuel Dennigan. The company offers healthy, plant-based frozen food products including Oven Baked Sweet Potato Fries, Spinach Bites, and Kale & Quinoa Burgers.

Its products are sold in over 8,000 stores worldwide including major retailers in Ireland, the UK, and the U.S., as well as Singapore, Iceland, the United Arab Emirates, Bahrain, and Qatar. It has sold over 8 million packs of its foods worldwide.



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