There's some good news for good-for-you brands. PepsiCo launched its first health-centric incubator program in Europe, the Nutrition Greenhouse, in the hopes of finding and nurturing "'the best and brightest' entrepreneurs in the nutrition, health, and wellness sectors."
And how is this snack and soft drink titan drawing in brands hungry for success and thirsty for disruption? With a €100,000 award — and the opportunity to partner with PepsiCo leaders from big brands, such as Quaker, Naked, and Tropicana.
"We’re looking for emerging brands that are focused on delivering convenient, great tasting nutrition products to consumers," the program states on its website, adding that areas of interest include consumer nutrition, human performance, condition specific functionality, and vitality and healthy lifestyles.
"Consumers all over the world should have access to convenient, great tasting nutritious products. It will take collaboration to make this happen. We want smaller innovative companies to see PepsiCo as a partner to help them scale their business."
How Does It Work?
Innovative healthy companies with sales less than €2 in annual revenue, with products in the market, and that operate in the European marketplace have until May 15 to apply. Those that make it to the next round will be invited to the Nutrition Greenhouse Launch Day on June 8 in Barcelona, Spain.
There, they will have a chance to meet fellow entrepreneurs and PepsiCo partners. Up to eight companies will be invited into the six-month program, receiving €25,000 to kick up speed in their businesses. After six months, one brand will win a further €100,000 prize to accelerate its mission.
“Consumer demand for more nutritious foods and beverages continues to rise and this is an exciting space for our industry. We have a tremendous opportunity to use our global scale and resources to influence positive change...” Juan Ignacio Amat, who leads the program and PepsiCo's vice president of nutrition for Western Europe and Sub-Saharan Africa, said. Read More