Insane Grain, JimJams, Lexi’s, Naturelly, Nombots, Rootles, and Snackzilla form cohort 1 of the Good Food Fund, initiative backed by Big Society Capital and Guy’s and St Thomas’​ Charity, with Ascension Ventures, to tackle childhood obesity
Brands Good Food Fund Cohort 1
Photo as seen on Mission Ventures LinkedIn page

Mission Ventures, the company operating the Good Food Fund accelerator scheme, has named the brands selected to form the first cohort of the programme. The winners include Insane Grain, JimJams, Lexi’s, Naturelly, Nombots, Rootles, and Snackzilla.

The initiative, backed by Big Society Capital and Guy’s and St Thomas’​ Charity, with Ascension Ventures, received 120 applications from all corners of the UK’s healthier food and drink arena.

For Mission Ventures, these brands represent “a great cross-section of British innovation in snacking and are well placed to scale with the support of the programme”.

Launched in April, the Good Food Fund comprises a £1.8 million accelerator and venture fund, backing ambitious food and drink challenger brands ready to help tackle childhood obesity.

Mission Ventures’s unique accelerator programme is set up to guide and mentor each of the brands through an individualised journey to prepare them for scaling-up.

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Announcing the winner brands, Mission Ventures said: “We’re excited to be working with these challenger brands to deliver market-led solutions to one of the biggest health challenges facing the nation.”

Meet the brands

Insane Grain produces nutritious snacks made from sorghum, an ancient supergrain. The range of products is packed with vitamins, minerals and gut-health benefits.

JimJams is in the market offering consumers a healthier range of chocolate spreads that boast 83% less sugar than other brands in the market. The product range is available in the UK, the US and also in Dubai.

Lexi’s is a brand making crispy treats packing only 99 calories per unit. Snacks are vegetarian, and free from 10 allergens and artificial flavours, colours, preservatives or sweeteners.

Naturelly is a fun brand making fruity juicy jelly with no added sugar or sweeteners. The range comes in pouches and pots.

Snackzilla produces cookies for kids. Hand-made in the UK, products are reduced in sugar and wrapped in compostable material.

Nombots makes wholegrain lentil puffs for kids. The company is soon to launch a website for the brand.

Rootles is in the market offering feel-good snacking through light and crispy biscuit covered in Belgian chocolate, with 40% carrot and sweet potato. The range includes dark, milk, white Belgian chocolate, and vegan dark chocolate.

Date published: 9 June 2020

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