UK start-up Insane Grain launches puff snacks made from sorghum

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Read the article in FoodBev Media

UK start-up Insane Grain has released its first range of nutritious snacks made from sorghum, an ancient African supergrain, to the market.  

The vegan-friendly snack is initially available in three flavours: cheese, salt and vinegar, and salted caramel.

According to the start-up, sorghum offers gut-health benefits and contains more potassium than a banana and 1.8 times more iron than spinach.

Each 24g pack of “crispy and melty puffs” is gluten-free and contains under 100 calories. Described as “probiotic puffs”, the new snack claims to be high in B-vitamins, dietary fibre and folic acid. 

Insane Grain was founded by ex P&G manager Rushina Shah, who joined forces with Nigel Parrott, who has over 30 years FMCG experience and started his own company Ape Snacks.

“I am thrilled to begin a new journey with Rushina Shah on the development of this new powerhouse of a snack brand – Insane Grain. We have carefully built the brand to appeal to as many people as possible so all can benefit from the benefits of sorghum,” said Parrott.

Packets of Insane Grain are available to purchase in Wholefoods and Selfridges across the UK with more retailers to be announced.


Posted on

July 24, 2020

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