Rhythm Superfoods closes $3m financing round led by Gen Mills' 301 INC arm and CircleUp; plans new beet chip launch Snackfood firm Rhythm Superfoods has closed a $3m Series C financing round filled through the CircleUp platform, with 301 INC - General Mills' new business development and venturing unit - as the lead investor. The $3m cash injection will allow the Austin-based firm to increase distribution beyond its current 5,000 stores, but will also give it access to the resources and expertise of General Mills, which launched a multi-million dollar capital fund through the CircleUp platform to seed emerging consumer food brands late last year.