Rootsy expands frozen waffle category with cassava flour innovation  

USA – Rootsy, a challenger brand in the frozen waffle market, is gaining momentum by introducing a fresh take on waffles made from cassava flour, catering to health-conscious consumers seeking clean-label, gluten-free, and grain-free options.   

Founded in 2024, Rootsy has rapidly positioned itself as an innovator emphasizing wholesome ingredients and heritage-inspired recipes crafted for modern lifestyles.  

Unlike traditional frozen waffles relying heavily on wheat and refined sugars, Rootsy’s signature product line leverages nutrient-rich cassava flour, the starchy root vegetable popular in many global cuisines.   

The waffles are free from grains, gluten, dairy, seed oils, added sugar, gums, and preservatives.   

This simplicity of ingredients resonates with consumers looking for more natural, better-for-you frozen foods without sacrificing great taste and texture.  

Rootsy’s core frozen waffle varieties include flavors such as Homestyle Cassava Waffles, made with strategic blends of almond milk, coconut oil, chia seeds, and organic vanilla.   

The waffles are designed for convenient preparation, coming in resealable frozen packs that can be toasted in just minutes.   

The brand promotes versatility, with the waffles fitting as a wholesome breakfast, snack, or meal accompaniment.  

Emily Groden, Rootsy’s founder, originally launched the brand online to fulfill a personal need for convenient, nourishing foods emphasizing clean, recognizable ingredients.   

The company has since expanded distribution to multiple specialty and natural grocery stores across the United States, including stores like Sprouts Farmers Market and Whole Foods Market, with plans to scale further.  

Rootsy’s product innovation extends beyond just ingredient quality; the brand aims to revive the frozen waffle category by blending heritage flavors with contemporary consumer preferences, appealing especially to those managing dietary restrictions or seeking functional wellness through food.  

The brand has garnered positive consumer feedback for its satisfying taste, quick preparation, and healthful profiles.   

Customers appreciate that Rootsy waffles maintain indulgent flavor and texture without compromising nutrition or resorting to artificial additives.  

Looking forward, Rootsy plans to continue evolving its product portfolio while increasing market presence.   

With a focus on clean ingredients, sustainability, and authentic flavor, Rootsy is well positioned to disrupt the frozen waffle space by offering a distinctive alternative to traditional grain-based options.  

Rootsy’s efforts highlight a broader trend toward nutrient-dense, clean-label frozen foods, capturing growing demand among consumers who want convenient meals aligned with modern wellness values.  

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