Strong Roots

Smashed Avocado On Toast Three Ways


Simple and delicious, smashed avocado on toast is like rich buttered toast. It can be your breakfast, lunch, dinner, light snack, dinner party appetiser or just an excuse to eat more avocado. It’s also a blank canvas in terms of toppings, you can add anything that tickles your fancy. We’ve chosen crumbled feta, pickled onion and garlic prawns, but this is only the tip of the avocado iceberg and we would love to hear your own creative topping suggestions. But for now, try making these examples at home and feast on avocado toast to your heart’s content.



Smashed Avocado & Mint Topping:

Ripened Avocado Halves

Chopped Mint

Lemon Juice



Feta & Smashed Avocado on Toast:

Brown Bread



Pickled Onion & Smashed Avocado on Toast:

Sourdough Bread

1 Chopped Red Onion

1 tbsp. Cider Vinegar

Sliced Radish




Garlic Prawns & Smashed Avocado on Toast:

Multiseed Bread

Fresh Prawns

Crushed Clove of Garlic





The Smashed Avocado Mint Topping (Base Topping):

Defrost the Ripened Avocado Halves for at least 4 hours.  In a bowl place the defrosted avocado, chopped mint, a squeeze of lemon juice, a dash of salt and mix. This smashed avocado and mint will be used as a base for all three toppings.


1. Picked Onion Topping & Smashed Avocado:

Place the chopped onion in a bowl. Add a tbsp. of cider vinegar, a pinch of salt and sugar and mix. Leave to pickle for 20 minutes. Spread the mint & avocado topping on a slice of toasted sourdough bread. Then place the picked onion with sliced radishes on top of the smashed avocado.


Pickled Onion, Sliced Radish & Smashed Avocado

Pickled Onion, Sliced Radish & Smashed Avocado


2. Crumbled Feta & Smashed Avocado:

Spread the mint & avocado topping on a toasted slice of brown bread. Then add the crumbled feta.


3. Garlic Prawns & Smashed Avocado:

Heat the butter in a frying pan, adding the crushed garlic and prawns. Mix until the prawns are cooked. On a toasted slice of multiseed bread place the avocado & mint topping, adding a serving of garlic prawns on top with a squeeze of lemon and a dash of mayonnaise.


Garlic Prawns, Mayonnaise & Smashed Avocado

Garlic Prawns, Mayonnaise & Smashed Avocado



We love hearing your recipes so let us know if you used any other toppings in the comments below!


Check out the full recipe here:

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Adventures of a Food Truck:On the Batter


Beer battered cod and banter in Bray! That’s all coming up in episode two of the Adventures of a Food Truck series, aptly titled On the Batter. Marcus and Katie continue their food journey, filling in the blank cookbook with Strong Roots illustrated recipes. This time, the pair find themselves looking out on the Dublin coastline, hooked into cooking beer battered cod while getting up to all sorts of mischief. No surprise there!


on the batter

Katie, Shane and Marcus


After Marcus’ failed fishing attempt in Dun Laoghaire harbour, they visit George’s Fish Shop and decide upon the classic cod as their fish of choice, finding time to annoy a seal before bopping along to Bray to see a wise gypsy brewer.


on the batter

Katie & Marcus assembling the food truck


Shane, the brewer, guides the pair through the beer batter process using American Stout, which gives off the combined flavours of fruit, chocolate, and roast. The two enlighten the viewers as to why the beer is so good with the batter. It’s all about the bubbles, as the carbon aerates the batter making it lovely and light. A stout, while being a heavier beer, with a few bubbles will still pack a punch of flavour.


Beer battered cod

Tucking into food on Bray pier!


As they start making the beer battered cod and Garlic Roasted Sweet Potato Cubes, Marcus takes it upon himself to check the stout is up to scratch. A few swigs later, they leave the food to cook for 20 minutes and tear up Bray town. Once cooked, they recline on the pier, munching on a delicious plate of beer battered cod and Garlic Roasted Sweet Potato Cubes, watching a majestic whale bask in the Irish sea…


Watch the full episode here:


If you want to find out what happens to Marcus and Katie next, follow the series on our YouTube channel:


And if you found their Fish on the Batter appetising, take a look at the recipe below and try to make it at home!


Fish on the Batter Recipe:

Sweet Potato Fries & Fish Recipe Illustration


Garlic Roasted Sweet Potato Cubes

Vegetable Oil

8 Cod Fillets

1 Bottle of Beer

1 Beaten Egg

125g Plain Flour

2 tbsp. Paprika

2 tbsp. Garlic Powder

2 tsp. Black Pepper

2 tsp. Sea Salt


Step 1:

Put the Garlic Roasted Sweet Potato Cubes in the oven for 23 – 25 mins at 200 °C. Combine the dry ingredients & coat the fish.

Step 2:

Mix the beer and egg to make a thin batter. Dip the coated fish in the batter and fry in pre-heated oil until golden brown.

Step 3:

Remove the Garlic Roasted Sweet Potato Cubes from the oven and plate up with the fish along with a wedge of lemon.


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How To Make A Strong Roots Buddha Bowl


Few other dishes can be as satisfying or as nourishing than the hallowed Buddha Bowl. You can invent and create so many imaginative meals with the Buddha Bowl, filling it to the brim with healthy ingredients. The bowl usually consists of grains, veggies and protein, and can be an excellent opportunity to use some leftovers from your fridge. This is why we enjoy making these bowls because the possibilities are endless and you can experiment with different ingredients each time! Our Strong Roots Buddha Bowl features three of our ingredients; The Ripened Avocado Halves, Kale & Quinoa Burgers and Garlic Roasted Sweet Potato Chunks, along with a diverse range of veggies. Try making this melting pot of flavours at home and let us know how you get on!


Ingredient Checklist:

  • Ripened Avocado Halves
  • Garlic Roasted Sweet Potato Chunks
  • Kale & Quinoa Burgers x 2
  • Broccoli
  • Brussels Sprouts
  • Coconut Milk
  • Shredded Red Cabbage
  • Shredded Carrot
  • Beetroot
  • 1/2 Lime
  • Olive Oil
  • Salt


Step 1:

Defrost two ripened avocado halves for 2 hours. In a bowl, pour olive oil over the broccoli, add a sprinkle of salt and mix. In a separate bowl, repeat the same steps using Brussels sprouts instead of broccoli.


Buddha Bowl

Broccoli, Brussels Sprouts, Garlic Roasted Sweet Potato



Step 2:

Place the broccoli, Brussels sprouts and a serving of Garlic Roasted Sweet Potato Chunks onto a baking tray and cook for 23 – 26 mins at 200°C. Place two Kale & Quinoa Burgers onto a baking tray and bake for 12 – 15 mins at 200°C.


Step 3:

In a bowl, pour 1/2 a cup of coconut milk over the avocado halves, squeeze 1/2 a lime, sprinkle a pinch of salt on top and blend.


Buddha Bowl

Avocado Dressing


Step 4:

In a large bowl, place the cooked broccoli, Brussels sprouts and Garlic Roasted Chunks along with the shredded red cabbage, carrot and chopped beetroot. Finally, place segments of the Kale & Quinoa burgers in the bowl and put few dollops of the avocado sauce on top.


If you decided to use different ingredients when making this dish, please let us know in the comments section below. We love discovering new recipes!

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Brunch Ideas For the Bank Holiday Weekend


The Easter weekend is finally upon us and besides having four glorious days off, the best part of the weekend, in our opinion, is the chance to explore new food recipes! It’s a chance to sit down with family and friends and feast on scrumptious lunches or delectable Easter treats. Of course, we understand the Easter egg hunt takes precedence but we were inspired by the flood of Strong Roots brunch-style recipes on Instagram. From poached eggs served with our Kale & Quinoa Burgers to a Sweet Potato Fries omelette, these tasty dishes are simple and easy to make over the long weekend. So before the Easter egg hunt commences, sit down, relax and tuck into a Strong Roots brunch!


1. Poached Eggs, Garlic Roasted Sweet Potatoes and Crumbled Feta – @cleancuisine_ie

Random Sunday evening feed.. @kerrigansfoods4fitness BK Flamers topped with Eggs and @strongrootsirl Garlic Roasted Sweet Potatoes sprinkled with some Feta 👌👌😍😍 So much yumm in one meal 🍴🍴 * * * #foodblogger #blogger #foodie #healthylifestyle #healthyeating #healthyfood #cleancuisine #cleaneating #feedme #sunday #protein #carbs #fats #balanced #ecc13 #nommy #fitfood #kerriganscraftbutchers #kerrigansfoodsforfitness #strongroots #keepdigging #sicklady #igers #igfoodie #instafoodie #instafollow #instafood #instagood #lovefood #lovetocook

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2. Sweet Potato Fries, Fried Egg, Mushrooms and Cherry Tomatoes@glittersandglutes

Dippy egg and chips anyone!? 😏 . . Dat yolk tho👌🏼 With pan fried baby mushroom and cherry tomatoes, steamed spinach leaves and @strongrootsirl sweet potato fries😍

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3. Poached Eggs, Kale & Quinoa Burger, Bacon with Spinach – @jesslong_9

Poached egg on a @strongrootsirl kale & quinoa burger 😍 #crossfitgirl #fitgirl #fitfood #burgersforeverymeal

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4. Kale & Quinoa Burgers, Streaky Bacon, Poached Eggs and Lettuce@colourful_bites

Love a bit of breakfast for dinner and added the @strongrootsirl again tonight because they’re just delicious 😍😍😍#Delish #Brinner #PoachedEggs #Bacon #StrongRoots #Kale #Dinner #Greens #Veggies #FoodPrep #Homemade #HomeCooking #LoveFood#ColourfulFood #Hospitality#SimpleAndDelicious#DublinFoodie #CookingInDublin#FoodPics #AllAboutTheColour #CreatingDishes #DishDevelopment #ColourfulCooking #InstaFood #EatingWithYourEyes#GoodFoodKarma #ColourfulEating#ColourfulBites #GettingBackOnTrack #NoExcuses

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5.  Sweet Potato Fries, Red Onion & Chorizo Omelette – @oliveoillemon

Went slightly off piste with the @strongrootsirl Sweet Potato fries and look what a delicious omelette they make…. I added red onion and chorizo …👌🍴 #omelette #dinner #eggs #sweetpotato #protein #irishfitfam #realfoodrocks #healthyfood #healthy #girlswholift #🍴#💪

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We love discovering all of your Strong Roots recipes on Instagram, so please keep tagging us using #KeepDigging in your posts and if you whip up any of these recipes or make your own Strong Roots inspired brunch over the weekend, let us know in the comments section below!


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Illustrated Recipes From Our Blank Cookbook


We’ve always believed that good food is an adventure and that’s why our team at Strong Roots are currently on their own food journey in our YouTube web series. We believe everyone should be on their own food journey too so we’ve put a twist on your run of the mill cookbook by creating a limited number of beautiful blank cookbooks. This allows people to enter their own unique Strong Roots dishes, granny’s famous banana bread or that amazing dip they accidentally made once when raiding the fridge, all in their own style. People can have fun creating the recipes, share the book with family and friends and be inspired by each other’s creations. It’s a cookbook that allows people to express their culinary and artistic skills and explore wherever their own food adventure takes them. Take a gander at a few illustrated recipes we showcased at our event recently to get inspired and to start thinking of how you would depict your own recipe discoveries.



Strong Roots Blank Cookbook

Strong Roots_Final Pages_1

Strong Roots Blank Cookbook



 Sweet Patatas Bravas

Illustrated Recipes

Sweet Patatas Bravas



 Burger Salad

Illustrated Recipes

Burger Salad



Mussels & Sweet Potato Fries

Illustrated Recipes

Mussels & Sweet Potato Fries



 The Holy Goat’s Cheese Poutine

Strong Roots_Final Pages_10

The Holy Goat’s Cheese Poutine



Grilled Cheese Club

Strong Roots_Final Pages_12

Grilled Cheese Club


You too could win your own Strong Roots blank cookbook! Just tag us in a picture of your tastiest Strong Roots meal along with #KeepDigging. This picture could either be a photograph or drawing of the dish, so be as creative as you wish! The winner will be announced on Friday the 7th of April.

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A Strong Roots Night To Remember!


In the heart of Dublin city last night, amidst the blustery downpours of rain, there was a little, warm, rustic haven filled with hay bales, watering cans, bunting and illustrated canvases, the perfect backdrop for our highly anticipated Strong Roots event! For weeks we have been carefully planning and preparing the launch of our Keep Digging campaign – Adventures of a Food Truck with a Blank Cookbook webseries and our new Ripened Avocado Halves. We wanted to ensure everyone watched the first episode in true Strong Roots style!


Strong Roots

Many familiar faces in the crowd!


We transformed a section of the Fruit, Vegetable and Flower Market into an earthy, garden party with large canvases dotted along the sidelines, showcasing the beautifully illustrated Strong Roots recipes to be found in our own blank cookbook. The idea behind the blank cookbook is for people to add in their own Strong Roots recipes through drawing, painting or doodling it in, adding their own personal touch. The book is meant to be shared, go on a journey, bring people and their ideas together. As well as displaying our own illustrated recipes, we gave a blank cookbook to each guest, so they too can begin their own Strong Roots cookbook.


Strong Roots

Strong Roots Food Truck


The stage was flanked by our new food truck from which we served our Kale & Quinoa Burgers on a jalapeño bun, topped with sriracha and guacamole made from our new Ripened Avocado Halves, with a side of Sweet Potato Fries.





With the stage set and food cooked, the guests began to arrive and the party kicked off. Mingling in the crowd were Marcus and Katie, the stars of the series, as well as Natural Born Feeder author, Rozanna Purcell, and Snapchat personality, James Kavanagh, with James taking over our Instagram for the night. As people tucked into their Strong Roots meal, anticipation began to mount for the first screening of the new Strong Roots web series.



“This cookbook is blank. This is day one of your journey.”


Our CEO Sam took to the stage, thanked everyone for coming and gave a few words on the company, new product and first webisode. Then, showtime! The first episode saw Marcus and Katie head to Tedfest, create a new Strong Roots recipe and get up to all sorts of hijinks with a few nuns!



Adventures of a Food Truck with a Blank Cook Book


We enjoyed every minute of the night which was made even more memorable by all our amazing guests, so thank you for coming everyone! You can catch the next webisode on our YouTube channel and let us know if you’ve tried our new Ripened Avocado Halves in the comments.

Check out the first episode below:


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Adventures of a Food Truck: Tedfest

strong roots (1)

And so it begins, the wild adventures of Marcus and Katie in the newly furbished Strong Roots food truck. Accompanied with a blank cookbook, the pair have set off on a journey around Ireland discovering new Strong Roots recipes along the way. First stop, Tedfest.


Strong Roots Ep.1 - Still2



Tedfest is a craic fuelled festival located on the island of Inishmore, off the coast of County Galway, where fans of Father Ted run amuck in priest and nun costumes. Tasked with finding the first recipe for the cookbook, they quickly realise they can’t take the food truck with them to the remote island, so Katie looks to her rocky surroundings for inspiration.





Seeing as the island has a bigger population of goats than people, they decide upon a dish called Poutine consisting of Aran Islands Goats’ Cheese, Strong Roots Sweet Potato Fries, and chicken gravy. Once the Poutine is cooked and shared amongst the nuns, Marcus and Katie enjoy the festivities, partaking in a priest dance-off, sleeping rough in a flimsy tent only to be woken by a couple of noisy goats.


If you want to find out whet happens next to Marcus and Katie, follow the series on our YouTube channel:

And if you found their Poutine dish appetising, take a look at the recipe below and try to make it at home!


The Holy Goat’s Cheese Poutine Recipe:

Strong Roots Ep.1 - Still5

Sweet Potato Fries, Aran Island Goats’ Cheese and Chicken Stock



Strong Roots Sweet Potato Fries

Aran Island Goats’ Cheese

1 tbsp of Flour

Spoon of Butter

Chicken Stock

Chopped Spring Onion


Step 1:

Place the Sweet Potato Fries onto a tray and bake for 20 -23 mins at 200°C.


Step 2:

To make the gravy, cook a spoon of flour and butter together in a pan until fragrant. Add chicken stock, stir until simmering and thick. Season to taste.


Step 3:

Pour the mixture over a plate of Sweet Potato Fries, crumble the goats’ cheese and garnish with the fried spring onion.

Check out the full video below:

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We’ve launched Our Ripened Avocado Halves!


We’re proud as punch to launch our new Ripened Avocado Halves! Gone are the days of seeing a ripe avocado turn a murky greyish brown within a matter of seconds. Now you can add avocados to any dish at any time, what a time to be alive!


The frozen Hass avocados come from Peru and are sold in halves, peeled and pitted. They can be defrosted in two hours and from there the possibilities are endless. Imagine guacamole on tap. Yum!


Ripened Avocado Halves


It doesn’t stop at the savoury meals either. You can pop the frozen segments straight into the blender and concoct a frozen smoothie of your choice. It’s a well-known fact avocado’s are packed full of fibre, potassium and heart-friendly fatty acids, so combined with blueberries, pears, bananas or raspberries you can make a healthy and delicious frozen avocado smoothie in no time.

In Ireland, avocados have become as beloved as a cup of tea and a crisp sandwich, so we’re delighted to launch our convenient Ripened Avocado Halves to the nation! Let us know if you’ve tried them in the comments section below.

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6 Strong Squad Dishes You Have To Try


As a result of our callout for #StrongSquad members, we’ve been inundated with mouth-watering images of your Strong Roots inspired dishes. Ranging from indulgent Taco Sweet Potato Fries to a healthy Asian take on our Kale & Quinoa Burgers, the unique and diverse range of recipes have allowed us to see the potential of our Strong Roots products, so thank you for the images! We’ve tried a few of these recipes and they are as delicious as they look, so we’ve listed the top six and hope that you keep sending in delectable pictures of your Strong Roots meals.



1.  Taco Sweet Potato Fries – @breffneyandco

This week’s #StrongSquad is from @breffneyandco, she used our Sweet Potato Fries topped with chilli, guacamole, salsa and sour cream. We’ll definitely be making this dish at home! 💪

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2. Bunless Burger & Sweet Potato Fries – @hollycarpenter

@hollycarpenter kicked off our #strongsquad posts last week with her tasty lunchbox. This week we’ve got @drcoys #paleo #burger to whet your #appetite #complexcarbs #irishfitfam #ukfitfam #fitfam #glutenfree #cleaneating #portobellomushroom #protein #liftheavy #strongroots

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3. Turkey Burger with Kale & Quinoa Burger Buns – @ohfitness_ie

This week’s #StrongSquad pick is fitness fanatic Siobhan O’Hagan aka @ohfitness_ie! She used our Kale & Quinoa Burgers as buns for a turkey burger. We are definitely going to try this! 💪

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4. Steak and Sweet Potato Fries – @eatingmyselfhealthy_

Next up in our #StrongSquad is healthy eating enthusiast @eatingmyselfhealthy_ 💪🌱

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5. Kale & Quinoa Burger, Chickpea, Cherry Tomatoes Salad – @poweredpink

This week’s #StrongSquad is @poweredpink with our Kale and Quinoa Burgers served with lettuce, cucumber, cherry tomatoes, walnuts, and chickpeas! A plate packed with nutrition and taste! 💪

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6. Tofu, Lettuce, and Sweet Potato Fries – @sporkfoods

An Asian inspired dish is this weeks #StrongSquad pick, with tofu, lettuce and our Sweet Potato Fries! Thanks for the picture @sporkfoods 💪

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If you want your dish to be featured on our Instagram page just tag us and use the hashtag #StrongSquad. We can’t wait to see more Strong Roots recipes!

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From Market Stall to Striking a Deal with Waitrose


Irish company Strong Roots, which aims to shake up the frozen food sector with healthy convenient options, has secured a deal with UK retailer Waitrose. From February, Strong Roots will be available in 200 Waitrose stores across the UK. The brand, founded by Dublin-man Samuel Dennigan (31), is already listed in nine Whole Foods stores in the UK and is one of their top frozen sellers.


In just 12 months, revenue at Strong Roots soared by over 1000pc and its signature product, a frozen take on the sweet potato, secured nationwide listings in Ireland through Musgrave, Dunnes and Tesco. The chain will stock Strong Roots’ first product, Oven Baked Sweet Potato, and its latest product Kale and Quinoa burgers with the view to supplying further products as they come on stream in 2017.


Speaking about the magnitude of the contract Samuel says, “Waitrose is an ideal launch partner for us as we build our presence in the UK market. Our association with Waitrose in addition to our existing partnership with Whole Foods reinforces our visibility as a premium proposition. We see major potential for significant growth in this category both in the UK and other markets like the gulf.”


Strong Roots will invest over €1 million into a UK marketing campaign which includes a strong focus on digital and experiential activity throughout 2017 / 18. Research conducted by an Bord Bía* suggests that shoppers browse the frozen aisle differently to other areas of the store and are unlikely to open a freezer unless they have already decided to buy the product, so promoting ahead of this key decision, through a combination of advertising and innovation is key.


Samuel Dennigan has the fruit & vegetable industry in his blood, having worked for his family’s business, one of Ireland’s main fresh produce vegetable distributors for 10 years before striking out on his own. Samuel worked across all parts of the business, from the fruit market pitch on Mary’s Lane to procurement and eventually to sales and marketing, where he managed several vegetable brands. His brand Strong Roots has grown a cult following in Ireland particularly with millennials and Ireland’s ‘FitFam’ community who prioritize a healthy lifestyle and convenience.


A spokesperson for Waitrose says, “We are very pleased to be the partner chosen by Strong Roots to launch these two new lines into the mainstream UK market.”


Samuel plans to introduce eight new products to the Strong Roots line in 2017 which will be announced in the coming months.


For further information contact:

Astrid Brennan, FleishmanHillard, DL: 01 6188 475,

*Kantar, 12 weeks to 07 Dec ’14 *Understanding the Frozen Category from a Consumer Perspective – April 2014


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