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Unilever Commits to Urban Farming With Growing Roots

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Organic snack products

Unilever has launched its organic, plant-based food brand Growing Roots, to further expand U.S. urban farming efforts and to enter the organic snack category.

The launch of Growing Roots marks Unilever’s entry into the U.S. organic snack category. The Growing Roots product line includes snack bites and clusters made from organic ingredients and features sweet and savory flavor combinations. Currently, the brand offers four products, which include:

  • Cocoa chipotle. Combination of rich cocoa and chipotle peppers.
  • Pineapple coconut rum. A blend of sweet and tangy tropical tastes, which features pineapple and a mix of rum and cinnamon.
  • Maple bourbon. Maple syrup with a dash of nutmeg for a lightly sweet, crunchy snack.
  • Coconut curry. A spicy, savory flavor the includes a balance of coconut with turmeric and lemongrass.

"What's so special about Growing Roots is that it started as a social mission that our employees were passionate about, borne from the belief that everyone should have access to affordable, nutritious food," said Matthew McCarthy, Vice President of Foods, Unilever North America. "Seeing the transformational impact urban farms have in communities, we created a brand from the ground up to help fulfill and extend that mission."

In 2015, Unilever joined with New York’s Building Healthy Communities initiative and Green City Force to create six urban farms in New York, which have generated approximately 32,000 pounds of organic produce. From the success of this initiative, Unilever has extended its outreach to Los Angeles, Houston, Miami and Chicago. Additionally, 50% of Growing Roots' profits will go to further fund urban farming efforts.