Sesame Summit 2026 – application open

Crushi Hopes its Crunchy Sushi Will Crush it at SIAL Paris 2024

Europeans love sushi and would love to have some at home on a regular basis. But they also love convenience, which makes it hard to always have sushi at hand.

blank

That’s the gap that Dutch company The Crushi is hoping to fill with frozen sushi that can be quickly prepared in an oven or air fryer. Another plus is that its sushi are crunchy — hence the name.

Introducing The Crushi: A Revolutionary Approach to Sushi

According to its creators, Crushi’s recipe combines the freshness of sushi with the crispiness of Japanese breadcrumbs, or panko. You could try and make your own version at home, but it wouldn’t have the same shelf life or remain crunchy for much time after deep frying.

YouTube player

The Birth of Crushi: A Restaurant Idea Turned Global Brand

The business itself “started as an idea in my restaurant 10 years ago, when I was asked to bring and sell 30,000 crunchy sushi rolls on a 3-day festival with 60,000 visitors,” said The Crushi’s co-founder Jeroen van de Velde.

Then a restaurant owner in the Netherlands, van de Velde teamed up with Martijn Klein, a regular guest who had become his friend. Klein saw Crushi’s potential, but also the need to avoid copycats.

blank
 📸 Instagram/thecrunshi

“Martijn advised me to protect the “Crunchy sushi roll” as a new and innovative product with a brand name and patent,” van de Velde said, adding that Crushi is now fully patented as a premium frozen sushi snack in the EU and U.S., but also in sushi’s home, Japan.

Thanks to this patent, the company can sell its product directly or license it to others, and the small team has big ambitions. “I sold my restaurant business and Martijn quit his job, to go all in on this adventure and make Crushi a global brand.”

blank
📸 Instagram/thecrunshi

Crushi’s Global Ambitions: Expansion and Market Exploration

Crushi is not global yet; it has points of sale to wholesalers in several countries, but because the patent process took time, it mostly has traction in the Netherlands. With intellectual property now secured, van de Velde and his co-founder plan to explore other markets, especially France, where it is mostly targeting food service and retail.

“We currently have one client in France (Disneyland Paris) and we hope to grow [our local] business fast after participating in SIAL Paris 2024,” van de Velde said. “We hope to meet up with new customers, distributors and retailers and explore collaborations.”

One major advantage is that Crushi is a high margin product, and a convenient one, when the personnel shortage in restaurants didn’t subside after the pandemic. 

blank

As a result, it makes for an easy snack for food places to match their clients’ tastes; Crushi comes in different flavors and can be served with a fairly wide range of sauces, all of them vegan.

Besides our growing love for finger food, Asian cuisine and all things crispy, it also helps that Crushi connects to other food tech trends such as waste prevention and the air fryer craze.

There’s always the risk that crunchy sushi might be a fad, but the ongoing success of air fryers proves that a hype can be sustained, and The Crushi team is not losing sleep over it. “We are very confident that Crushi will be a huge success, so we don’t have worries that keep us awake,”  van de Velde said. 

blank

you might also like

Fundraising 3 hours ago

London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

Fundraising 5 days ago

Belfast's Cloudsmith has raised $72M Series C led by TCV, with Insight Partners participating, to expand its artifact management platform and secure the AI-era software supply chain.

Fundraising 5 days ago

Berlin’s VREY has raised €3.3M seed led by Rubio Impact Ventures to roll out rooftop solar software for Germany’s multi-family buildings.

Subscribe to
our Newsletter!

Stay at the forefront with our curated guide to the best upcoming Tech events.