London — Richard Branson plucks a dried grasshopper from a jar, takes a bite and pronounces the insect surprisingly tasty before slurping down a vegan yoghurt and offering to test the concoction on Virgin Atlantic Airways flights.

The UK billionaire, a serial creator of companies spanning record labels to airlines to fizzy drinks and bridal gowns, is in his element. He’s meeting with fellow entrepreneurs at a “Pitch to Rich” session in Israel, where the contest’s winner gets a business-class flight to London for a week of hot-housing at Virgin’s own innovation hub...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as articles from our international business news partners; ProfileData financial data; and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now