Wholly Moly, a Shanghai-based start-up founded in 2017, produces powdered drinks and instant porridge made of oat bran. Photo: SCMP HandoutWholly Moly, a Shanghai-based start-up founded in 2017, produces powdered drinks and instant porridge made of oat bran. Photo: SCMP Handout
Wholly Moly, a Shanghai-based start-up founded in 2017, produces powdered drinks and instant porridge made of oat bran. Photo: SCMP Handout

Health food start-up Wholly Moly aims to shake up the Chinese diet, swapping rice for American wholemeal oats

  • The Shanghai-based start-up wants to incorporate whole grains into trendy food choices that will appeal to the younger, more health-conscious generation
  • Wholly Moly hopes to expand in China’s growing health food market after it raised several million dollars of funding from C Ventures, led by Hong Kong billionaire Adrian Cheng Chi-kong

Topic |   Start-ups
Wholly Moly, a Shanghai-based start-up founded in 2017, produces powdered drinks and instant porridge made of oat bran. Photo: SCMP HandoutWholly Moly, a Shanghai-based start-up founded in 2017, produces powdered drinks and instant porridge made of oat bran. Photo: SCMP Handout
Wholly Moly, a Shanghai-based start-up founded in 2017, produces powdered drinks and instant porridge made of oat bran. Photo: SCMP Handout
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