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Incubator/Accelerator
missionventures.co.uk

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Investments

17

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 Headquarters Location

Sustainable Bankside II 25 Lavington Street

London, England, SE1 0NZ,

United Kingdom

020 7294 7692

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Latest Mission Ventures News

New flavours and Asda launch for calorie-counting Rootles sweets

May 5, 2022

New flavours and Asda launch for calorie-counting Rootles sweets Chocolate snack brand, baked with root veg, was launched last year to satisfy demand for indulgent, guilt-free treats 03:00, 5 MAY 2022 Rootles bars low sugar and low calorie Sign up to FREE email alerts from BusinessLive - Manufacturing - your round-up from across the sector direct every Monday Something went wrong, please try again later.Invalid Email 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 subscribing!We have more newsletters Show me See our privacy notice A calorie counting sweet company has brought out new flavours of its chocolate-covered veg-based biscuits and launched in Asda supermarkets. Family-owned Luke Evans Bakery, which is based in Derbyshire , has added a vegan option and a white chocolate and beetroot flavours to its Rootles range of biscuits. It is also being stocked in almost 100 Asda stores across the country as part of the supermarket's new Nurture incubator programme. The snacks brand, baked with 35 per cent root veg, was launched last year with two flavours – dark chocolate and milk chocolate – to satisfy demand for indulgent, guilt-free treats. It is believed to be the only veg-based sweet snack bar on the market, and each pack contains three crunchy biscuits covered in chocolate. Brand developer Helen Yates, who co-runs the Riddings-based bakery with her husband David, said: "We have developed the vegan option to satisfy the growing demand for dairy-free sweet products and this now replaces our original dark chocolate Rootles. “The white chocolate and beetroot Rootles is a completely new concept, combining an appealing taste and look. We feel sure it will go down well with our growing band of customers. "We're excited to have launched Rootles into Asda – it's our first major supermarket listing and represents a significant step forward for the brand." Ms Yates has received funded support from Mission Ventures and the Good Food Fund, and said the brand has won plaudits in the trade press with British Baker magazine selecting Rootles as one of its top picks of 2021. It has been chosen by Asda as one of 15 emerging brands to join its Nurture programme – giving the products a platform in stores across the UK and online at Asda.com. As part of the initiative, the brands will receive support and mentorship from Asda's experts to understand how to work with a large retailer. Emma Swan, buying manager for emerging suppliers at Asda, said: "We're always pleased to support smaller suppliers and get innovative products into the hands of our customers. “In Rootles we found something that we had never seen before and are excited to offer them a space on our shelves as part of the Nurture programme." East Midlands stores stocking the Rootles brand include Derby, West Bridgford, New Ollerton, and Chesterfield. Read More

Mission Ventures Investments

17 Investments

Mission Ventures has made 17 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

Rootles

$0.07M

Yes

1

6/12/2020

Seed

Nombots

$0.07M

Yes

1

6/12/2020

Seed

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$99M

Subscribe to see more

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

Rootles

Nombots

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Amount

$0.27M

$0.07M

$0.07M

$99M

$99M

New?

No

Yes

Yes

Subscribe to see more

Subscribe to see more

Co-Investors

Sources

1

1

1

10

10

Mission Ventures Team

1 Team Member

Mission Ventures has 1 team member, including current Founder, Nigel Parrott.

Name

Work History

Title

Status

Nigel Parrott

Founder

Current

Name

Nigel Parrott

Work History

Title

Founder

Status

Current

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