Roots Farm Fresh Expands into Breakfast with Organic Sweet Potato Tots and Hash Browns

Following a highly successful Waffle Fry debut at Natural Products Expo West, the leading natural frozen fry brand brings its seed oil free, upcycled mission to the breakfast aisle

• Category Expansion: Roots Farm Fresh is growing its frozen breakfast and snacking footprint by showcasing three standout products: Organic Sweet Potato Tots, Organic Sweet Potato Hash Browns, and Organic White Potato Hash Browns.

• Seed-Oil-Free Scale: The lineup allows retailers to offer highly requested morning staples crafted simply with upcycled potatoes and avocado oil, all fully USDA Organic Certified and completely free from industrial seed oils.

• Beyond the Fry: Joining the Organic Waffle Fries unveiled at Natural Products Expo West 2026, these additions position Roots as the first fully seed oil free, regenerative frozen potato platform across multiple cuts, snacks, and meals.

Brooklyn, NY – March 30, 2026 – Roots Farm Fresh, the fastest-growing premium frozen fry pioneer in natural foods, is building on the momentum of its clean-label, seed oil free platform with the expansion of its potato portfolio. Today, the company announced its expansion in the breakfast and snacking categories with the introduction of Organic Sweet Potato Tots, Organic Sweet Potato Hash Browns, and Organic White Potato Hash Browns.

As the original creator of seed oil free frozen fries in grocery, Roots continues to lead the category’s evolution, bringing cleaner ingredients, premium sourcing, and crave-worthy formats to the frozen aisle.

These latest innovations join the highly anticipated Organic Sweet Potato and White Potato Waffle Fries, recently debuted at Natural Products Expo West 2026, giving shoppers even more ways to trade up into elevated, transparently sourced comfort foods without compromise.

Frozen Potato Classics, Reimagined

Crafted from organic ingredients sourced from regenerative farms, the breakfast and snacking lineup is designed to meet the strictest standards in the frozen food industry. Each Roots product is made exclusively with organic, non-GMO, upcycled potatoes and organic avocado oil, offering a nutrient-dense alternative to conventional options while eliminating added sugars, fillers, color additives, and industrial seed oils.

• Organic Sweet Potato Tots: Delivering a craveable balance of natural sweetness and crispy crunch, these perfectly poppable bites cook beautifully in both the oven and air fryer.
• Organic Sweet Potato Hash Browns: A satisfyingly crispy exterior gives way to a tender, fluffy center, providing a vibrant and delicious foundation for any morning meal or midday snack.
• Organic White Potato Hash Browns: Offering that nostalgic, golden-brown diner-style crunch and rich potato flavor, elevated for the modern plate without any of the heavy industrial seed oils.

“Hash browns and tots are family favorites, but most options rely on seed oils and unnecessary additives,” said Kelsey Courser, Chief Marketing Officer of Roots Farm Fresh. “We created a version that delivers the same craveable texture and flavor using only clean ingredients and a fully transparent supply chain.”

Setting a New Standard of Quality

Like the rest of the Roots portfolio, these new items are produced using the brand's proprietary gentle steam-blanching process. This technique protects natural flavor and nutrients while dramatically reducing water consumption by up to 80% compared to traditional frozen fry manufacturing.

All Roots Farm Fresh products are manufactured in a BRC AA certified facility, the highest global food safety rating under the Global Food Safety Initiative. The production system is meticulously designed to maintain strict allergen-free and gluten-free environments while supporting organic handling requirements and regenerative sourcing protocols. By utilizing cosmetically imperfect “ugly” potatoes, the brand continues to combat food waste while boosting farm economics.

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.

Retail rollout for the Tots and Hash Browns begins Spring 2026 across natural and premium grocery accounts.

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 fries from regeneratively farmed, upcycled crops. 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 is redefining comfort food through clean ingredients, sustainable agriculture, and category-leading innovation.

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