The team behind the Rootles brand of snacks is celebrating after the milk chocolate variety was shortlisted in the New Bakery Product of the Year Award.

The new brand of chocolate-covered, veg-based biscuits has been created by Helen Yates, who runs Luke Evans Bakery in Derbyshire with her husband David Yates.

Believed to be the first sweet vegetable-based snack to hit the market, Rootles are baked with 35% root veg and covered in chocolate. They are currently available in three different flavours – milk chocolate and dark chocolate with carrot, and white chocolate and beetroot, with the dark chocolate biscuit being suitable for vegans.

It’s the milk chocolate Rootles snack which has caught the eye and tickled the tastebuds of the judges at the Baking Industry Awards 2022, run in conjunction with British Baker magazine, who have named the snack a finalist in the New Product of the Year Award.

“I’m absolutely thrilled,” said Helen. “The Rootles brand has been specifically developed to satisfy demand for indulgent, guilt-free treats. Each pack has 121 calories which is fewer than many other chocolate snack bars because the biscuits are naturally sweetened by nutritious root veggies including carrot, beetroot and sweet potato.

“The concept of using vegetables to sweeten snacks is pretty innovative and we’re delighted that the judges have awarded Rootles a place in the final of these prestigious awards.”

Each pack of Rootles contains three crunchy biscuits.

Helen was inspired to develop the product through her work mentoring and supporting international business students at the University of Nottingham. The concept of using veg in biscuits was developed as a market research project, which sparked her interest in the idea.

She later received funded support from Mission Ventures and the Good Food Fund, which identified Rootles as being a winning healthy snack to help fight obesity in children.

The innovative snacks have been welcomed as a truly ground-breaking concept in the snack world and British Baker magazine selected Rootles as one of its top picks of 2021.

Luke Evans Bakery, based at Riddings, is one of the oldest family-run bakeries in the country, with a history stretching back to 1804.

Rootles are currently on sale via Amazon, via the Rootles website and at stores across Derbyshire and the East Midlands including Croots Farm Shop in Duffield, Whites of Calver Spar and fuel station, James Retail at Derby Bus Station, Ascona Heanor fuel station as well as a number of coffee shops and cafes. They have also had success further afield, being stocked in a number of outlets across London and Northern Ireland.

The finals of the Baking Industry Awards 2022 take place at the Royal Lancaster, London on Thursday 20th October 2022.

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Perfect 10 PR is a Nottingham-based PR agency specialising in foodservice and construction public relations.