Roots Farm Fresh is building on the momentum of its clean label, seed oil-free platform with the expansion of frozen potato product offerings. The Brooklyn, New York-based company is broadening its presence in the breakfast and snacking categories with the introduction of 15 oz (425g) bags of Organic Sweet Potato Tots, Organic Sweet Potato Hash Browns, and Organic White Potato Hash Browns.
These latest innovations, now rolling out to natural food stores and other retail grocery outlets in the USA, join recently launched Organic Sweet Potato and White Potato Waffle Fries, which debuted in at the Natural Products Expo West in March.
Produced from organic ingredients sourced from regenerative farms, Roots products are made exclusively with organic, non-GMO, upcycled potatoes and organic avocado oil, offering a nutrient-dense alternative to conventional options while eliminating added sugars, fillers, color additives and industrial seed oils.
“Hash browns and tots are family favorites, but most options rely on seed oils and unnecessary additives,” said Kelsey Courser, chief marketing officer at Roots Farm Fresh. “We created a version that delivers the same craveable texture and flavor using only clean ingredients and a fully transparent supply chain.”
Like the rest of the Roots portfolio, these new items are produced using the brand’s proprietary gentle steam blanching process. This technique protects natural flavor and nutrients while reducing water consumption by up to 80% compared to traditional frozen fry manufacturing.
All Roots Farm Fresh products are manufactured in a BRC AA certified facility, the highest global food safety rating under the Global Food Safety Initiative. The production system is designed to maintain strict allergen-free and gluten-free environments while supporting organic handling requirements and regenerative sourcing protocols.
Roots operates a vertically integrated grower-to-freezer supply chain, ensuring full traceability, ingredient integrity, and quality control from field to finished product. Its products are third-party certified as USDA Organic, Allergen-Free (Big 9), Gluten-Free, Non-GMO, Vegan, Halal and Kosher.
