Rushina Shah

Co -Founder, Insane Grain


Rushina is the co-founder of Insane Grain - an insanely delicious and nutritious snack made from the ancient supergrain sorghum. Before taking the leap to start her own business, Rushina was responsible for the growth of some of the biggest global brands at Procter & Gamble and Reckitt Benckiser. After over five years in Brand Management, she decided to escape the corporate life and co-founded Insane Grain after identifying a white space opportunity for a genuinely healthy yet affordable snacking range. Insane Grain is disrupting the snacking market and is available in 3 flavours across a number of stores including Sainsbury’s, T.K.Maxx, Holland & Barrett, Wholefoods, Selfridges, John Lewis Food Hall and Harvey Nichols. More recently, Insane Grain has been chosen as part of The Good Food Fund as the ideal snack to appeal to lower income households with the aim of helping to tackle childhood obesity across the UK. Rushina has been through a number of funding rounds raising close to half a million pounds and more recently secured investment from Warburtons (the UK’s most chosen FMCG brand) as part of Batch Ventures. She was also recently named on Europe’s 2021 Forbes 30 under 30 list.


High risk, high reward; disruptor brands have been paving the way in reaching new audiences. Smart technology, lower prices, new conventions - they can leave some legacy brands struggling to fight back. But what can we learn from them?


The Campaign Brand Forum puts 6 disruptors under the spotlight to reveal new growth strategies around social commerce, data, content and creativity.  Sharing practical tips and new thinking, their insights can be applied to accelerate your own marketing strategy. 


Not all brands can change the world, but all brands can embrace the creativity and effectiveness of the disruptors.

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