Rootly ApS

About Rootly ApS

Rootly ApS is a Danish plant-based food company focused on creating honest, flavorful meals from organic ingredients. Its products are built around vegetables, with an emphasis on upcycled surplus produce and a simple, ready-to-use format that fits busy everyday cooking.

The company positions itself around taste, ecology, and sustainability. Rootly says it uses 100% clean, organic raw materials and avoids additives, aiming to make it easy for consumers to prepare a good meal while also reducing food waste.

Core Values

• Taste: Rootly repeatedly emphasizes strong flavor as a central part of its identity, aiming to make plant-based food enjoyable and satisfying rather than compromise-driven.
• Organic ingredients: The company highlights the use of 100% organic raw materials and organic vegetable pulp from juice production as the basis for its products.
• Sustainability: Rootly frames its work as a way to reduce food waste, upcycle surplus vegetables, and support a more sustainable food system.
• Simplicity: Its products are designed to be easy to use and easy to turn into a good meal in a busy everyday routine.

Unique Aspects

• Upcycled vegetable pulp: Rootly uses surplus vegetable pulp from organic cold-pressed juice production, including pulp from FRANKLY JUICE and REDUCED, to make its products.
• Food-waste reduction model: The company explicitly turns vegetables that would otherwise be discarded because of size or shape into finished food products.
• Close link to juice production: Rootly says the fresh organic pulp from FRANKLY makes up 50% of each product, giving the company a distinctive ingredient base.
• Founder background: Rootly was founded by Jesper Holmberg, who is described on the company site as an experienced Danish food entrepreneur with a history of creating and scaling food concepts.