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