Boundless knows no bounds in pursuing mission to become the UK’s leading gut health snack

By Gill Hyslop

- Last updated on GMT

Boundless Activated Snacks believes the future of snacking lies in gut health. Pic: GettyImages/SolStock
Boundless Activated Snacks believes the future of snacking lies in gut health. Pic: GettyImages/SolStock

Related tags Boundless Activated Snacking sprouted whole grains Sorghum Health and wellness nuts and seeds activation

The world’s first range of Activated Chips – which has clocked up 400% turnover growth in this year alone, thanks to the nation’s changing attitude towards health – has closed its third investment round and appointed Graze founder Ben Jones as a new director.

Boundless Activated Snacking has secured £650,000 in investment from a combo of enterprise investment schemes (EIS), investment groups, equity stake and angel investors, further signalling gut health as a mainstream movement.

The funds will be used to shake up the category with NPD that add a gut-healthy twist to popular snacks, as well as boosting brand awareness in collab with a nutritionist to make sure gut health is the nation’s priority.

Boundless – founded by commodities trader-turned entrepreneur Cathy Mosely in 2017 – is on a mission to make ‘activated snacks’ that are genuinely good for the gut.

“The business was started based on the nation’s gut health – or lack thereof,”​ said Mosely.

“With 1 in 4 of us heading to the doctors with issues relating to digestive health, I wanted to try and help create a better understanding as to how everyone could improve their gut health and overall wellbeing in an affordable and accessible way.

“We take 100% natural ingredients and make them even better, to leave you and your gut feeling good.”

Next stage of growth

Boundless - Full Range

Almost four years on, the Bristol-based company has seen 400% turnover growth already this year, driven by the consumer’s changing attitude towards health after COVID.

Its range of Activated Chips can be found in more than 3,000 stores across the UK – including majors, high street stores, boutique stores and independents and recently secured listing with Morrisons and Holland & Barrett. The Activated Chips held an 18-month reign as Amazon’s Choice for Gut Health Snacks, and last month, went live in WHSmith Travel as part of the retailer’s meal deal.

They are also available in 10 international markets, including Kuwait, Germany, Belgium and Asia.

In a significant move, Boundless is bolstering its team with the appointment of Ben Jones as a new director. Jones has founded, managed and invested in some of the UKs fastest-growing businesses, most notably Graze.

“I believe a healthy gut equals a healthy mind and body, and I’m excited to help Boundless in their next stage of growth,”​ said Jones.

Added Mosely, “It’s just the beginning for Boundless, but to have a founder of such a well-known household snacking brand join the Boundless family shows exactly what we’re here to do and just how much we’re on to something.”

What is activation?

gut health Tijana87
Pic: GettyImages/Tijana87

A world first, the Activated Chips are made from sprouted sorghum, which enables a better uptake of the nutrients, while its activated nut and seed mixes combine game-changing flavours with natural health benefits.

According to the brand, activation is actually centuries-old. High fibre foods like nuts and seeds contain a substance called phytic acid, which typically binds to minerals like iron, zinc and calcium, reducing their absorption rate.

The brand’s innovative F.A.B method changes this.

Flood: Drenching nuts and seeds in saltwater to kickstart Mother Nature’s germination process;

Activate: A good soaking removes the phytic acid and protective enzymes, leaving behind ‘the good stuff’;

Bake: Baked at a low temperature to retain all their nutrients and give the snacks their iconic crunch.

Voila! Using the art of activation to bring gut health to the masses – in a most delicious way.

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