Scrapples maker raises £300k to fund Sainsbury’s launch
What's the deal? Spare SnacksDealroom has a profile for this one. Try Dealroom →, the company behind children's fruit-snack brand ScrapplesDealroom has a profile for this one. Try Dealroom →, has raised £300,000 in late-stage venture funding to support its launch into Sainsbury's. Golden Acre Foods, a world foods distributor, backed the round alongside entrepreneurs from the direct-to-consumer and fast-moving consumer goods markets.
What's the endgame? The brand makes snacks from 100% fruit, with products containing one or two ingredients. It is targeting £1m in annual revenue by early 2027, building on an existing Tesco listing and a place on the Tesco accelerator scheme.
Why now? Scrapples’ sales rose 72% in the year to January 2026, and it is already stocked by Tesco, Ocado and Co-opDealroom has a profile for this one. Try Dealroom →. The raise funds dedicated marketing and sales support as the brand moves into a wider supermarket audience.
Why fruit? Founder Ben Whitehead points to a nutrition gap: 86% of UK children aged four to 10 fall short of their recommended daily fibre intake, according to the National Diet and Nutrition survey. "Ultimately, it's just dried fruit, and consumers like that simplicity," he told The Grocer.
Why these investors? Whitehead chose strategic backers over private capital because he "wanted people around the table that understood the proposition and could open doors". He said their help with the supply chain and direct-to-consumer proposition was "all gold dust" for a solo founder.
What could go wrong? The raise is modest, and the Sainsbury's listing widens exposure without guaranteeing results. The key test is whether the launch converts into sustained sales.
The signal: The round reflects a busy push into healthier children's snacks, with rivals Fruitinies entering Asda in September and Jungle Squad reaching Tesco earlier in the year. "Launching into Sainsbury's is a major milestone because it puts Scrapples in front of many more families," Whitehead said.
Read more: thegrocer.co.uk
Image credit: Generated with Gemini
