Insane Grane

What Insane Grane does

Insane Grain is a UK-based snack company founded in 2020 that produces baked knobbly sticks made primarily from supergrain sorghum, combined with the probiotic Bacillus Coagulans for gut-health benefits. The company operates under the legal entity Megha Foods Ltd. and is headquartered in London. It targets health-conscious UK consumers seeking lower-fat, gluten-free, and functional snack alternatives, with an explicit mission of helping to reduce childhood obesity. The company has anchored this mission through partnerships with social-impact investor Big Society Capital, the NHS-affiliated Guy's and St Thomas Hospital, and social-venture accelerator Mission Ventures. The UK addresses a structurally large obesity-related public-health spend (cited at £5.1 billion annually by the NHS), which the company positions itself against.

The product portfolio consists of a single snack format—baked knobbly sticks—offered in roughly eight flavour variants (including Salt & Vinegar, Cheese, Truffle & Cheese, BBQ, Strikin' Hot, and a limited-edition "Insane Kane" celebrity-tied pack), sold in two primary pack sizes: 24g grab bags in 16-count boxes and 80g sharing bags in 10-count boxes. The core technical differentiator is the sorghum-based formulation (35-40.5% sorghum flour) combined with Bacillus Coagulans, a probiotic developed in partnership with a biotech lab and approved by the Vegan Society because it survives high baking temperatures. The snacks are baked rather than fried, contain up to 53% less fat than average crisps, and carry claims around Vitamin B12, fibre, lower salt, gluten-free, and no GMO, soy, nuts, or palm oil.

The business runs a direct-to-consumer channel on Shopify with subscription billing via Recharge Payments (10% discount, 2- or 4-week delivery cadence) alongside UK retail distribution through Ocado, Holland & Barrett, Waitrose, Selfridges, and Amazon UK, with worldwide shipping available on the DTC site. Pricing ranges from approximately £15 for a grab-bag multi-pack to £21.30 for a sharing-bag one-time purchase, with supplementary revenue from branded merchandise (t-shirts, sunglasses, beanies). The team comprises four people; the company was accepted into the Tesco Accelerator Programme in February 2024, indicating broader UK retail ambitions despite the small operating footprint.

Name

Insane Grane

Legal name

Megha Foods Ltd.

Website

https://insanegrain.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Insane Grain is a UK-based snack company, founded in 2020, that produces baked knobbly sticks made from supergrain sorghum combined with the probiotic Bacillus Coagulans, selling direct-to-consumer via subscription and through UK retailers including Ocado, Waitrose, Holland & Barrett, Selfridges, and Amazon UK, targeting health-conscious consumers.

Ownership category

akta.pro rank

Product category

Healthy Baked Snacks

NAICS

Cookie and Cracker Manufacturing (311821)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Pretzels & Salted Snacks (CRADABAI)

Keywords

• Sorghum-based snacks
• Baked snack products
• Gut-health snacks
• Gluten-free crisps
• Healthy snack alternatives

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct e-commerce sales: Products sold directly to consumers through their Shopify-hosted website with both one-time purchase and subscription options. Subscription model offers 10% discount with recurring delivery every 2 or 4 weeks.
2. Retail distribution: Products distributed through major UK retailers including Ocado, Holland & Barrett, Waitrose, Selfridges, and Amazon UK marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Insane Grain manufactures and sells baked knobbly stick snacks made primarily from supergrain sorghum flour, combined with probiotic Bacillus Coagulans for gut-health benefits. The products are positioned as healthier alternatives to traditional fried crisps, with up to 53% less fat, lower salt, gluten-free formulation, and added Vitamin B12. The company sells through its own e-commerce site with subscription options and through major UK retailers.

Product overview

Insane Grain is a UK-based food company that produces a single product line of baked knobbly sticks (snacks) made from supergrain sorghum. The core product portfolio consists of eight flavor variants (Salt & Vinegoaaal, Cheese, Truffle & Cheese, A Pitch of Salt, Strikin Hot, BBQ, plus limited edition Insane Kane) sold in two formats: grab bags (16-count boxes of 24g) and sharing bags (10-count boxes of 80g). The products are positioned as healthier snack alternatives with nutritional benefits including up to 53% less fat than average crisps, source of Vitamin B12, gut-friendly probiotic (Bacillus Coagulans), gluten-free, and lower salt content. The company also sells branded merchandise including t-shirts, sunglasses, and beanies. The snacks are distributed through UK retailers including Ocado, Holland & Barrett, Waitrose, Amazon, and Selfridges.

Differentiator

Problem solved

Functional benefit

Products and services

• Salt & Vinegoaaal Flavour - Grab Bags Baked knobbly sticks in salt and vinegar flavour, sold as a box of 16 grab bags (24g each). Contains sorghum flour (35%), corn flour, vegetable oils, salt & vinegar flavour, and bacillus coagulans probiotic. Targeted at health-conscious consumers.
• Salt & Vinegoaaal Flavour - Sharing Bags Baked knobbly sticks in salt and vinegar flavour, sold as 80g sharing bags for larger consumption occasions.
• Cheese Flavour - Grab Bags Baked knobbly sticks in cheese flavour, sold as a box of 16 grab bags (24g each). Contains sorghum flour, corn flour, cheese powder, whey powder, and bacillus coagulans probiotic.
• Cheese Flavour - Sharing Bags Baked knobbly sticks in cheese flavour, sold as 80g sharing bags.
• Truffle & Cheese Flavour - Grab Bags Baked knobbly sticks in truffle and cheese flavour, sold as grab bags. Premium flavour variant with truffle and cheese preparations.
• Truffle & Cheese Flavour - Sharing Bags Baked knobbly sticks in truffle and cheese flavour, sold as 80g sharing bags. Premium flavour variant in larger format.
• A Pitch of Salt Flavour - Grab Bags Baked knobbly sticks with a generous salt seasoning, sold as grab bags. Contains sorghum flour (40.5%), corn flour (40.5%), iodized salt, and bacillus coagulans.
• A Pitch of Salt Flavour - Sharing Bags Baked knobbly sticks with a generous salt seasoning, sold as 80g sharing bags. Box of 10 sharing bags.
• Strikin Hot Flavour - Grab Bags Baked knobbly sticks in spicy hot flavour, sold as grab bags. Limited edition hot flavour variant.
• Insane Kane Strikin Hot - Limited Edition Limited edition black box featuring 2 x 80g sharing bags of Strikin Hot flavour with 47% less fat than average crisps and probiotic. Special packaging with one bag as a keepsake and one for consumption.
• BBQ Flavour - Sharing Bags Baked knobbly sticks in BBQ flavour, sold as sharing bags. Contains sorghum flour, corn flour, BBQ flavouring, and bacillus coagulans probiotic.
• Grandma T-Shirt Branded INSANE yellow grandma t-shirt merchandise, priced at £19.00. Available in Medium and Large sizes.
• Blue Boy T-Shirt Branded INSANE blue boy t-shirt merchandise, priced at £19.00.
• Sunglasses - Black/White Branded sunglasses with #AgainstTheGrain branding in white, priced at £15.00.
• Sunglasses - Black/Orange Branded sunglasses with #AgainstTheGrain branding in orange, priced at £15.00.
• Beanie Branded #AgainstTheGrain beanie in fluorescent orange, one size fits all, priced at £15.00.

Quantifiable outcome

• Up to 53% less fat than average crisps
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Big Society CapitalcoreStrategic or Co-development Partner · 1 January 2020Social impact investor partnering with Insane Grain on mission to reduce childhood obesity in the UK. Big Society Capital focuses on improving the lives of people in the UK through social investment.
• Guys and St Thomas HospitalcoreStrategic or Co-development Partner · 1 January 2020Leading NHS Foundation Trust partnering with Insane Grain to tackle childhood obesity. Guy's and St Thomas' provides healthcare services in London and has initiatives addressing public health.
• Mission VenturescoreStrategic or Co-development Partner · 1 January 2020Social venture investor and accelerator partnering with Insane Grain on childhood obesity initiatives. Mission Ventures invests in early-stage companies addressing social challenges.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Eat Real: UK-based brand producing baked, gluten-free, vegetable-based snack crisps and puffs sold through UK supermarkets. Directly comparable in product format (baked snack puffs), health positioning, and UK retail distribution.
• Popchips: Baked/popped savory snack crisps positioned as a healthier alternative to fried potato crisps. Closely comparable in baked-not-fried formulation and better-for-you snack positioning.
• Bare Snacks: Baked fruit and vegetable chips sold as a healthier snack alternative. Comparable in baked cooking technology, clean-ingredient positioning, and DTC plus premium retail distribution.
• Made Good: Baked snack bars and crackers marketed on allergen-free and added-nutrient benefits. Comparable in allergen-free/functional positioning and baked snack format targeting health-conscious consumers and parents.
• Biena Snacks: Baked chickpea and protein-based snacks positioned as a better-for-you alternative. Comparable in baked savory snack format, legume/grain ingredient innovation, and DTC plus grocery channel strategy.
• Boundless: UK-based maker of baked vegetable crisps and snack ranges. Comparable as a UK-headquartered smaller snack brand pursuing healthier alternatives to traditional crisps through baked processing.
• Pipcorn: Heirloom corn-based baked snack brand positioned around a heritage grain story. Comparable in 'ancient/heritage grain' ingredient narrative, baked-not-fried format, and DTC-plus-premium-retail model.

Regional players

• Ten Acre: UK premium snack brand selling popcorn and crisps in UK foodservice and retail. Comparable as a UK premium-tier savory snack brand competing for similar shelf and consumer occasions.

Broad incumbents

• Walkers (PepsiCo): UK market leader in savory crisps and snacks owned by PepsiCo. Comparable as the dominant incumbent Insane Grain must displace on UK shelf space and at the consumer-snacking occasion.
• Pringles (Kellogg's): Global baked savory stack/crisp brand owned by Kellogg's. Comparable as a baked, stack-shaped savory snack occupying the same 'crunchy baked snack' consumer occasion across UK grocery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/insane.grain
• Xx.com/insane_grain

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Insane Grane