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Incubator/Accelerator
missionventures.co.uk

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Investments

13

About Mission Ventures

Mission Ventures is an independent operator of food & drink accelerator programs. Mission Ventures is also the Accelerator partner for The Good Food Fund, an impact program established by Big Society Capital and Guys & St Thomas’s Charity to back healthier challenger brands in tackling childhood obesity via market-led solutions.

Mission Ventures Headquarter Location

Sustainable Bankside II 25 Lavington Street

London, England, SE1 0NZ,

United Kingdom

020 7294 7692

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Latest Mission Ventures News

Great news for calorie counting snackers – family-run bakery launches carrot based choccy bar called Rootles

Sep 16, 2021

Great news for calorie counting snackers – family-run bakery launches carrot based choccy bar called Rootles Luke Evans Bakery working on national roll-out with shops , cafés, leisure venues and other outlets 03:00, 16 SEP 2021 Helen Yates runs Luke Evans Bakery in Derbyshire with husband David Sign up to FREE email alerts from BusinessLive - East Midlands - the latest news, views and analysis direct every morningInvalid EmailSomething went wrong, please try again later. Subscribe We use your sign-up to provide content in ways you've consented to and to improve our understanding of you. This may include adverts from us and 3rd parties based on our understanding. You can unsubscribe at any time. More info Thank you for subscribingWe have more newsletters Show me See our privacy notice An entrepreneur who runs one of the oldest family-run bakeries in the country, hopes to tap into the UK healthier snacks market with the launch of a new chocolate-covered bar that contains carrots. Helen Yates, who co-runs Luke Evans Bakery in Derbyshire with her husband David, has launched Rootles, which she says is a new concept in the sector and believed to be the first, and only, indulgent treat to hit the impulse sweet snacking market which is vegetable based. The company, which is based in Riddings, will be launching Rootles on a national stage at the Lunch! food and drink trade show in London, taking place on September 23 and 24. Currently available in two flavours, dark chocolate and milk chocolate, each pack of Rootles contains three crunchy carrot biscuit fingers smothered in chocolate. At 120 calories per pack, she says it has fewer calories than many other snack bars because the biscuits are naturally sweetened with 35 per cent nutritious root vegetables. As well as carrot, they have a dash of sweet potato, and are high in fibre with less sugar and fat than many chocolate snacks. Ms Yates said: “The Covid pandemic has led to a greater focus on health and Rootles are the perfect product for guilt-free snacking, as they are high fibre and contain just 120 calories per pack – fewer than many other snack bars. “Consumers are looking for healthier snacks, particularly in the impulse snacking sector, but they don’t expect to compromise on taste or texture and still want to treat themselves. “Veg has been added to cakes for a long time but we’ve taken the concept a stage further and developed biscuit bars using root vegetables. “Rootles taste like a traditional chocolate biscuit but are naturally sweetened with carrot and sweet potato. “They are deliciously unconventional and really have to be tasted to be believed.” Luke Evans Bakery has a history stretching back to 1804 and Ms Yates was inspired to develop the new bars through her work mentoring and supporting international business students at the University of Nottingham. The concept of using veg in biscuits was developed as a market research project, which sparked her interest in the idea. Later, she received funding support from Mission Ventures and the Good Food Fund, which sees Rootles as a winning healthy snack to help fight obesity. She said the recipe has been perfected over several months and they have a shelf life of at least seven months. Read More

Mission Ventures Investments

13 Investments

Mission Ventures has made 13 investments. Their latest investment was in JimJams as part of their Seed VC - II on January 1, 2021.

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Mission Ventures Investments Activity

investments chart

Date

Round

Company

Amount

New?

Co-Investors

Sources

1/18/2021

Seed VC - II

JimJams

$0.27M

No

1

6/12/2020

Seed

SNACKZILLA

$0.07M

Yes

1

6/12/2020

Seed

Rootles

$0.07M

Yes

1

6/12/2020

Seed

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$99M

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10

6/12/2020

Seed

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$99M

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10

Date

1/18/2021

6/12/2020

6/12/2020

6/12/2020

6/12/2020

Round

Seed VC - II

Seed

Seed

Seed

Seed

Company

JimJams

SNACKZILLA

Rootles

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Amount

$0.27M

$0.07M

$0.07M

$99M

$99M

New?

No

Yes

Yes

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Co-Investors

Sources

1

1

1

10

10

Mission Ventures Team

1 Team Member

Mission Ventures has 1 team member, including undefined undefined, undefined.

Name

Work History

Title

Status

Nigel Parrott

Founder

Current

Name

Nigel Parrott

Work History

Title

Founder

Status

Current

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