Frozen food brand Strong Roots has appointed Emma Curtis as managing director, promoting one of the company's longest-serving leaders to oversee its next phase of growth.

Curtis has been instrumental in the development of the business since its early years, helping transform Strong Roots from a challenger start-up into an internationally recognised frozen food brand. She succeeds Charlotte Turton, who will move into a senior marketing leadership role within parent company McCain Foods.

Most recently serving as vice president of global strategy, business development & CSR, Curtis has led the company's long-term growth strategy, business development initiatives and sustainability agenda. Earlier in her career at Strong Roots, she established and expanded the brand's UK business, helping to make it one of the company's key growth markets.

Before joining Strong Roots, Curtis held commercial roles with consumer goods companies Mondelez and Bear.

The leadership change comes as Strong Roots looks to build on a decade of growth and further strengthen its position in the frozen food category.

Founded in 2015, the company has focused on vegetable-led frozen products, positioning itself around ingredient transparency, sustainability and changing consumer demand for plant-based and healthier food options.

Since being acquired by McCain Foods in 2021, Strong Roots has continued to operate as an independent business unit within the wider organisation.

Peter Dawe, president of global snacking at McCain, said: "When Samuel first asked Emma to establish and lead the UK business, it reflected the confidence he had in her ability to turn ambition into reality. The success of that business speaks for itself."

He added that Curtis had played a central role in shaping the company's strategy and long-term direction while maintaining the entrepreneurial culture that has defined Strong Roots since its launch.

Commenting on her appointment, Curtis said the brand was well positioned for continued expansion, combining its challenger mindset with McCain's global capabilities.

"We've spent the last decade heroing the veg, long before conversations around fibre, ingredient transparency and healthier eating became mainstream. Today, consumers are actively seeking the things we've believed in from the start," she said.

Curtis added that Strong Roots' focus would remain on innovation and challenging convention within the frozen food aisle as the company enters its second decade.

The appointment signals Strong Roots' intention to accelerate growth under McCain's ownership while continuing to build on the brand identity that has helped it establish a presence across international frozen food markets.

Top image: © Strong Roots