The start-up produces a range of healthy snacks made with sorghum and is a portfolio company of the Good Food Fund
Insane Grane product range

Insane Grain, the UK healthy snack brand launched by Rushina Shah in March 2020, is the second investment of Batch Ventures, the joint corporate venture capital arm of bakery giant Warburtons and Mission Ventures. The company has invested £250,000 in the challenger brand.

“What stood out immediately to us were three things – the product quality, the founder and the brand,” said Jonathan Warburton. “Insane Grain’s innovative use of sorghum in place of maize to create a flavoursome range of healthier puffed snacks is impressive, and in Rushina Shah we have a dynamic young entrepreneur who is eminently backable. We’re excited to see this brand grow from strength to strength.”

Insane Grain, one of the seven portfolio companies of the Good Food Fund, produces a range of baked snacks made from the supergrain sorghum and offer a strong source of nutrients including iron and potassium.

Sorghum grows in some of the most poverty-stricken, inhospitable and arid areas in the world and has been tipped as the next big thing in healthy foods by the UN. 

Mission Ventures chief executive Paddy Willis said: “We’ve already had the good fortune to work with Rushina and Insane Grain as a portfolio brand in the Good Food Fund, our programme tackling childhood obesity. We see all sorts of opportunities on the horizon for the brand to disrupt snacking and other categories.”

Rushina Shah

“I founded Insane Grain on the principle of offering healthier, mass market snacks without compromising on taste,” said Shah. “Our ambition is to make the world a better place through healthier snacks using sorghum sourced directly from farmers in the poorer regions of the world.

Shah noted that having the backing of Batch Ventures, which brings together the expertise of Warburtons and Mission Ventures is invaluable. “This is a momentous milestone for Insane Grain,” she added.

Insane Grain has recently secured shelf space in Sainsbury’s Future Brands aisles.

Batch Ventures gives companies access to both entrepreneurial and big company expertise to support the various stages of scale-up. It continues to seek new opportunities to back British enterprises in baking and baked goods and the partnership with Warburtons has the appetite for more investments during 2021.

Dorset-based specialist biscuit manufacturer, The Artful Baker, was Batch Ventures’ first investment this year.

Date published: 30 March 2021

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