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ROOTY - a new, down-to-earth Finnish food brand

Rooty is the answer to home cooks’ demand for tasty, healthy, and environmentally friendly food. Behind Rooty is a patented innovation that helps to shape potato into ribbon-like noodles or grains that resemble rice. Unlike traditional instant noodles or pasta, Rooty products are not mass-produced. The new innovation means that the noodles and rice-like grains can be manufactured from whole, fresh potatoes without additives or heavy processing. Rooty products are packaged and frozen fresh and have a long shelf life; 24 months after the date of manufacture.

Top Finnish TV chef to become a Rooty brand ambassador

Through a series of various coincidences, samples of Rooty products found their way into Finnish top chef and restaurant industry pioneer Linnea Vihonen’s kitchen and she fell in love with them. The sample recipes created by Vihonen can also be found on Rooty packaging.

“Linnea tested the products, was sold, and rather quickly persuaded to become the face of Rooty. The collaboration got off to a great start precisely because Linnea herself loved the products and the values behind them. There was no need to force a stock photo face onto the products, and there was never a plan to do so,” explains Jami Teirikari, Marketing Director at Pohjolan Peruna Oy, which manufactures Rooty products.

The manufacturing method used for the products means that they retain their structure and can be boiled, fried or cooked in a wok in the same way as rice or traditional flour-based noodles and pasta.

“Rooty is a complete makeover for the potato, although to me, potatoes have never really gone out of fashion. Potatoes are a true Finnish superfood; delicious, nutritious, and affordable. The new, innovative product gives potato the recognition it deserves in a whole new way,” enthuses Linnea Vihonen.

Home cooks appreciate quick and easy everyday cooking. The pan noodle and potato rice are easy to use directly from freezer to pan, where they take just a few minutes to cook. Linnea Vihonen is known as a creative pioneer in the restaurant industry, and she herself prefers guilt-free, easy fixes in everyday life.

“I’m a big fan of making everyday life memorable. I’m also a passionate cook at home. I think it’s fascinating to find delicious shortcuts amid busy day-to-day life to make it just that little bit easier to cook a great meal.

Vihonen developed the Asian recipe Bangkok Pan Noodles for Rooty’s Pan Noodles.

“Bangkok Pan Noodles are quick to make, so it’s a great option for anyone who is used to making good food fast. Pan noodles are the perfect choice for quick Asian noodles.” says Vihonen.

Rooty products are made 100% from Finnish potato and are good for the environment

Potatoes are naturally gluten-free, lactose-free and fat-free. Potatoes are also nutritious, containing vitamin C, B vitamins, potassium, magnesium and fibre. One of the benefits of Finnish potatoes are their cleanliness. Long winters are the best repellent for our potato crops. Potatoes are an eco-friendly choice, with a significantly smaller carbon footprint than rice and wheat. The carbon footprint of rice is up to 30 times higher than that of potato, and wheat pasta is 8 times higher.

“The premise of Rooty product development is to offer consumers clean, nutritious food that doesn’t harm the environment. The products are manufactured using energy generated by our own bioenergy power plant. The products do not contain any additives and they are packed in the most environmentally friendly packaging possible,” explains Pekka Sarlund, CEO of Pohjolan Peruna Oy.

Consumers increasingly consider nutritional values, eco-friendliness and product origin in their purchasing decisions. The rising popularity of special diets is also a worldwide phenomenon.

“Rooty is versatile, Finnish, additive-free, gluten-free and environmentally friendly, and it makes both everyday life and special occasions easier. It’s hard to believe how much goodness you can fit into a single package! Product testing plays a key role, and we are currently investing lots of work into it. The message from consumers is clear: product testers have become regular users of the new products,” explains Jari Järvinen, Sales Director at Pohjolan Peruna Oy.

Potatoes have been a staple on Finnish and Nordic dining tables for hundreds of years, but consumption has decreased in recent decades. There are however signs that appreciation of potatoes is rising. Thanks to the new innovation and new ways to use potatoes, they now offer a true alternative to imported pasta and rice.

To the press compartment of Pohjolan Peruna Oy

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