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A trio of nutrition brands in London are taking part in the inaugural PepsiCo incubator

Three upstart food and drinks brands from London are to join PepsiCo’s inaugural European incubator which will help to accelerate their growth over the next six months.

Nutritious microwavable meals company Fit Kitchen, organic wholefoods brand Erbology and the company behind healthy drinks brand Tapped Birch Water haved joined five other European startups on the programme, which sees each being given an initial $25,000 grant.

The initiative, dubbed PepsiCo Nutrition Greenhouse, was launched in March 2017 when the multinational put out a call for innovative European food and beverage companies currently bringing in sales of €2m or less, and is part of PepsiCo’s attempts to capitalise on the booming demand from consumers for more nutritious food and drink options.

The eight chosen startups will now work in partnership with PepsiCo to develop their brand propositions and products, with the ultimate aim of realising their brand potential.

A €100,000 prize is also on offer for the startup which has demonstrated a sustainable and scalable approach to breaking into its target market over the six month period.

Joining the three London startups on the programme are:

• Divingmar, the Malaga-based company making a flavour enhancing protein from a form of edible seaweed
• Geneva’s Frecious, which has developed a range of sustainably made, ready-to-eat packed fruit and vegetables
• Jimini’s, the French startup that sells nutritious edible insects as snacks
• Amsterdam-based No Fairytale, a company that makes tortilla wraps out of carrots and beets
• Superfood mixer company, Your Superfoods who are based in Berlin.

Juan Ignacio Amat, Vice President Nutrition for PepsiCo Western Europe and Sub-Saharan Africa commented: “ We were an early mover in the health and wellness space 20+ years ago and we keep learning every day.

“Our Nutrition Greenhouse programme will create a collaborative space with eight companies that also have an eye towards the future of the food and beverage industry.”

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