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Sainsbury’s goes for sorghum as snacking challenger Insane Grain secures listing

Healthy snacking brand Insane Grain has secured a Sainsbury’s listing for their range of puffed snacks, which are made from the ancient grain sorghum.

Insane Grain’s ‘Crispy & Melty Puffs’ come in three flavours – Cheese, Salt & Vinegar and Salted Caramel – with Sainsbury’s to take on two of the flavours from February 14th in 70 of their stores.

The listing was secured as part of the retailer’s Future Brands initiative.

Insane Grain was launched in 2020 by former Proctor & Gamble brand manager Rushina Shah and Nigel Parrott (ex-Ape Snacks) after the brand won a cut of the £1.8m accelerator and venture fund by Mission Ventures and the Good Food Fund.

They have since been available at Wholefoods and Selfridges, as well as online through Amazon, before securing their first ‘big four’ listing with Sainsbury’s.

“We have identified a unique, white-space opportunity that will bring incremental shoppers in the Sainsbury’s category and are looking forward to proving this through the Future Brands trial in February,” said Shah.

Insane Grain claim that while sorghum has been widely used in food across the USA, India, Africa and China from 1955, no sorghum-based snack was seen in the UK until 2016.

According to the brand, who are committed to disrupting the healthy snacking sector, sorghum offers gut health benefits and contains more potassium than a banana, pound for pound, as well as close to double the amount of iron as spinach.

Each 24g pack of puffs contains less than 100 calories, with the product also gluten-free.

Insane Grain bills itself as the world’s first gut-health puff and has worked closely with a biotech lab to introduce a probiotic called bacillus coagulans into their snacks.

“Most probiotics do not survive the high production temperatures used in our cooking process, but we have found one which not only does but is also Vegan Society approved (most probiotics are not vegan),” the brand said.

Tom Gatehouse
Tom is the editor of Pure NPD Insights. He previously spent three years at William Reed’s food insight platform Food Spark, was the co-founder and editor of The Cream, is a former Restaurant magazine columnist and has had chef training in fifty of the best restaurants in the UK and Europe.

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