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Insane Grain To Launch With Non-HFSS Knobbly Sticks

July 4, 2022: 12:00 AM EST
U.K. start-up Insane Grain is debuting with its Baked Knobbly Sticks, a non-HFSS competitor to Nik Naks that reportedly contains up to 52 percent less fat. The gluten-free snack is made from sorghum and contains vitamin B12 and probiotics. The snacks will roll out in three flavors - Cheese, Salt & Vinegar and Truffle & Cheese – and will be available in Asda, Ocado and John Lewis by the end of July 2022. The launch comes after Warburtons invested £250,000 in the brand last year through its Batch Ventures bakery innovation fund.
Niamh Leonard-Bedwell, "Startup Insane Grain to challenge Nik Naks with non-HFSS Knobbly Sticks", thegrocer.co.uk, July 04, 2022, © William Reed Ltd
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