Brooklyn-based growers’ cooperative Roots Farm Fresh has introduced what it describes as the world’s first seed-oil-free organic waffle fries, expanding its frozen portfolio with two new SKUs aimed at the natural and specialty retail segment.

According to an official company press release issued on 24 February 2026 ahead of Natural Products Expo West, the new products — Organic Sweet Potato Waffle Fries and Organic White Potato Waffle Fries — are cooked in organic avocado oil and positioned as free from industrial seed oils.

The company states that the new waffle fries are made from organic, non-GMO potatoes, including upcycled “wonky” white and sweet potatoes that might otherwise not enter mainstream retail channels due to cosmetic standards. The potatoes are steam-blanched prior to freezing.

In the press release, Roots Farm Fresh says the launch reflects growing consumer demand for “clean ingredient” frozen foods and alternatives to conventional vegetable oils. The cooperative adds that both SKUs are certified organic and align with its broader sustainability positioning.

The introduction of waffle-cut formats marks a line extension for the company, which has built its brand around frozen organic fries made from surplus and cosmetically imperfect potatoes. By using avocado oil rather than seed oils, Roots Farm Fresh is targeting health-focused consumers who are increasingly scrutinising ingredient lists in frozen prepared foods.

The company unveiled the products at Natural Products Expo West in Anaheim, one of the largest trade events for natural and organic food manufacturers in North America.

While the announcement is consumer-facing in tone, the development reflects a wider trend within the frozen potato category, where premiumisation, oil differentiation and waste-reduction narratives are being used to justify higher price points and secure shelf space in specialty retail.

No production volumes, retail pricing or distribution figures were disclosed in the official release.