Warburtons and Mission Ventures form new JV to support bakery brands

UK-based bakery brand Warburtons has established a joint venture (JV) with Mission Ventures to support companies producing novel bakery-led products.

The Batch Ventures JV will be equally owned by both companies.

Mission Ventures CEO Paddy Willis said: “We are excited to be partnered with Warburtons, one of the top five food brands in the UK today. We see this as a smart way for the industry to build compelling challenger brands that deliver true innovation.

“This partnership leverages my team’s experience as exited food entrepreneurs and six years of running food and drink accelerator programmes, together with the depth of industry experience that comes from Warburtons.”

Batch Ventures will focus on start-up companies and small and medium-sized enterprises (SMEs) and support them through equity funding, as well as by offering support from entrepreneurs and industry professionals.

Mission Ventures and Warburtons will concentrate on businesses and establishments that produce breads, crackers and biscuits, as well as cookie dough, baking kits and baked snack products.

Brands can use the Mission Ventures website to express their interest. Up to five businesses are expected to be selected over the first 12 months.

Warburtons chairman Jonathan Warburton said: “As a fifth-generation family business, we are proud to be backing British enterprise during these uncertain times, and this programme allows us to support the next generation of innovative bakery-led brands.”

In August 2016, Warburtons partnered with the Canadian International Grains Institute (GIGI) for a multi-year pulse research project to produce healthier baked products. The partnership also aims to enhance the use of pulse flours in the food industry.