Roots Farm Fresh Unveils Seed-Oil-Free Organic Waffle Fries at Natural Products Expo West 2026

Leading Brand Driving Natural Frozen Potato Growth Debuts Highly Requested Waffle Cut, Crafted with Organic Potatoes and Organic Avocado Oil  

• Redefining Comfort Food: Roots Farm Fresh is debuting Organic Sweet Potato and White Potato Waffle Fries, crafted with USDA Organic potatoes, 100% organic avocado oil, and are strictly seed-oil-free.

• Leading with Transparency: The brand uses minimal, clean ingredients like upcycled organic potatoes and avocado oil, eliminating the added sugar and color additives often found in these classic comfort foods

• An Industry First Look: Attendees can exclusively sample the new Waffle Fries at Hall E, Booth #5707 and at the Roots Food Truck on the Grand Plaza.

Anaheim, CA – February 24, 2026 – Roots Farm Fresh, the fastest-growing premium frozen fry brand in natural foods, is unveiling its Organic Sweet Potato Waffle Fries and Organic White Potato Waffle Fries at Natural Products Expo West. Marking the brand’s expansion into one of the fastest-growing specialty fry cuts in retail, these new offerings deliver restaurant-quality texture without the industrial ingredients or seed oils typically found in the freezer aisle.

Since launching nationally in 2022, Roots Farm Fresh has expanded to more than 5,000 retail doors and is now the leading contributor to incremental growth in the natural frozen potato category. This momentum is driven by trading shoppers up into premium, clean-label comfort foods that respond to the surging consumer demand for transparent sourcing.

The Waffle Fry, Reimagined

Crafted from organic, non-GMO potatoes sourced from regenerative farms, Roots’ Waffle Fries are designed to meet the strictest ingredient standards in frozen food. The new lineup features restaurant-quality texture and the beloved crisscross cut, all adhering to the brand’s strict organic and seed-oil-free promise.

• Proprietary Process: Unlike conventional frozen fries that are boiled, Roots uses a gentle steam-blanching process, which preserves nutrients and natural flavor while dramatically reducing water usage.

• Perfect Texture: The waffle fries are prepared with organic avocado oil, creating a crispy exterior and fluffy interior that aligns with the brand’s clean ingredient promise

• Upcycled Impact: The line uses crops that are perfectly nutritious but cosmetically imperfect ("ugly" potatoes), reducing food waste while elevating farm economics.

“The waffle cut has been one of the most requested formats from both consumers and retail buyers,” said Alec Warren, Executive Director of Roots Farm Fresh. “We’re excited to share a version that delivers an indulgent texture while maintaining the strictest ingredient standards in frozen. This expansion allows us to offer a product that meets the same clean standards as the rest of our portfolio—better for people and the planet.” 

Setting a New Standard of Integrity

Roots Farm Fresh is redefining the frozen aisle by challenging the industry status quo. While competitors often rely on fillers and artificial preservatives, Roots products are crafted with clean, simple ingredients. This clean-label philosophy extends to the brand's production facility, which is BRC AA+ certified (the highest possible Global Food Safety Initiative score) and ensures all products are 100% Allergen-Free and Gluten-Free.

Beyond its clean ingredients, the brand is driven by a dual mission of planetary and social impact. It combats food waste by using upcycled potatoes, which are cosmetically imperfect but would otherwise be discarded. Additionally, it fights food insecurity through its impact program: for every pound of product sold, Roots donates one pound of fresh sweet potatoes to hunger relief partners.

For more information about Roots Farm Fresh and its full range of products, please visit rootsfarmfresh.com and follow the brand on social media @rootsfarmfresh.

About Roots Farm Fresh

Roots Farm Fresh is a mission-driven frozen food brand crafting organic, seed-oil-free potato products from regeneratively farmed, upcycled crops. From fries to breakfast staples, Roots is redefining comfort food through clean ingredients and sustainable agriculture. Since launching nationally in 2022, the brand has expanded to more than 5,000 retail doors and is the leading contributor to incremental growth in the natural frozen potato category. Roots operates a vertically integrated grower-to-freezer supply chain, ensuring full traceability, ingredient integrity, and quality control from field to finished product. Its products are third-party certified as USDA Organic, Allergen-Free (Big 9), Gluten-Free, Non-GMO, Vegan, Halal, Kosher, and Upcycled.