What's Happening?
Rootsy, Inc. is revolutionizing the frozen waffle category with its cassava-based products. Founded by Michelle Correa, the company offers gluten-free, grain-free waffles made with cassava flour, almond milk, chia seeds, and other clean ingredients. Cassava, a starchy root vegetable, is widely consumed in Colombia and is now being used to create nutritious waffles for wellness-focused consumers. Rootsy aims to expand its product line and distribution, targeting retailers like Whole Foods to reach its customer base.
Why It's Important?
Rootsy's use of cassava flour in frozen waffles represents a significant innovation in the food industry, catering to the growing demand for gluten-free and health-conscious products. By introducing a culturally significant ingredient in a popular American format, Rootsy can appeal to diverse consumer groups and enhance its market presence. This approach may inspire other food companies to explore alternative ingredients, driving innovation and competition in the frozen food sector.
