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Rootles biscuits in packaging

Rootles, a range of biscuits consisting of 35% root vegetables, has secured listings in nearly 100 Asda stores across the country as part of the supermarket’s Nurture incubator programme.

The brand, which was unveiled to the market last year, was developed by Helen Yates who co-runs Luke Evans Bakery in Riddings, Derbyshire with her husband David. Its products consist of biscuits which are made with root vegetables, such as carrots and sweet potatoes, smothered in chocolate.

A woman with dark hair in a white top with chocolate covered biscuits

“We’re excited to have launched Rootles into Asda – it’s our first major supermarket listing and represents a significant step forward for the brand,” Helen said.

Rootles has also unveiled NPD in the form of a vegan variant as well as a white chocolate & beetroot flavour. Each 27g pack contains 121 calories and is sold at an rsp of £1.19.

“We have developed the vegan option to satisfy the growing demand for dairy-free sweet products and this now replaces our original dark chocolate Rootles. The white chocolate & beetroot Rootles is a completely new concept, combining an appealing taste and look. We feel sure it will go down well with our growing band of customers,” she added.

It is one of 15 emerging brands to join the programme which is designed to give products a platform in stores across the UK and online. As part of the initiative, the brands will receive support and mentorship from Asda’s experts to understand how to work with a large retailer.

“We’re always pleased to support smaller suppliers and get innovative products into the hands of our customers,” said Emma Swan, buying manager for emerging suppliers at Asda. “In Rootles we found something that we had never seen before and are excited to offer them a space on our shelves as part of the Nurture programme.”

Other brands on the programme include Clive’s Pies, an organic vegetarian bakery based in south Devon, and plant-based specialist One Planet Pizza.

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