Irish company introduces convenient sweet potato fries 

New fries that meet current consumer trend are gluten free, low in saturated fat, low in salt and ready in 25 minutes


Brand Central

18 December 2015

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Sweet potato fries have become a hot trend over the last year but many people find it tricky to perfect the right crispy texture at home. Enter Irish start-up, Handy Food, which has now introduced its first product ‘Strong Roots’ to the market.

According to the company, this healthy-alternative, oven-baked, sweet potato will cut out the delicate prep resulting in crispy fries in 25 minutes.

Debuting at the 2015 National Ploughing Championships, Strong Roots sweet potato fries are gluten-free, low in saturated fat and a low salt alternative to traditional oven chips. With their rice flour batter, the chips bake to a firm and crisp texture when done and are suitable for a variety of uses both sweet and savoury.

Founder and CEO of Handy Food, Sam Dennigan (30) comes from an agricultural background and spent 10 years working in his family’s business, Sam Dennigan & Co, where he worked at the fruit and vegetable markets at Mary’s Abbey, Dublin. It was there that he decided to bring out his own root-vegetable product range after being inspired by brands such as Green Giant and Sam’s Potatoes.

Priced at €3.99 per 500g bag, Strong Roots is currently stocked in SuperValu stores nationwide, Eurospar and Spar stores in Northern Ireland and independent retailers including Fresh, Morton’s, Joyce’s, Nolans, JC Savages and Fallon & Byrne with additional Strong Roots outlets being announced in early 2016. For more information on the brand, check out



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