European meals retail stays one of probably the most dynamic and strategic sectors inside the continental financial system, with grocery gross sales in Europe rising by round 2.4% in 2024 and meals gross sales volumes staying broadly steady following the post-pandemic restoration. On the similar time, the sector is being reshaped by digitalisation, sustainability necessities, and altering client expectations round well being and transparency, rising the necessity for retailers to undertake innovation that’s each market-ready and scalable.
To deal with this problem, EIT Meals developed Straight2Market (S2M), an acceleration and innovation programme designed to fast-track the validation, commercialisation, and market entry of modern meals options. By instantly connecting startups and entrepreneurs with main European retailers, the programme permits real-world client testing, pilot initiatives, and Proof of Idea collaborations that assist promising concepts transfer nearer to the shelf.
How Straight2Market works
As soon as startups enter Straight2Market, the main target shifts shortly from idea to validation. The programme is structured round actual client testing and retailer-led pilots, permitting startups to evaluate demand, usability, and operational match below actual market situations quite than simulated environments.
For startups and entrepreneurs, it permits them to:
- Testing merchandise with actual customers to collect structured, actionable suggestions.
- Refining formulation, packaging, pricing, and positioning based mostly on market insights.
- Monetary assist of as much as €30,000 to develop or validate a product or MVP.
- Alternative to run Proof of Idea initiatives with main European retailers.
- Sensible publicity to operational retail environments earlier than market launch.
For retailers, it gives:
- Price-effective entry to early-stage innovation aligned with sustainability, know-how, and provide chain priorities.
- Funding of as much as €15,000 per collaboration to assist pilot initiatives.
- Lowered threat when testing new options in actual retail settings.
- Direct collaboration with startups and entrepreneurs.
- Engagement with EIT Meals–related college students, combining innovation with expertise improvement.
“Main the Straight2Market programme all through 2024 and 2025 has been a extremely rewarding expertise. Working intently with each retailers and startups has proven how open innovation can speed up the adoption of market-ready options and strengthen the European agrifood ecosystem. In 2025 alone, the programme supported 15 startups and collaborated with 4 main retailers, Eroski, Migros, Ametller Origen and Sonae, enabling real-world validation, client testing, and scalable business pilots that deliver innovation nearer to the shelf,” stated Izaskun Valle, Enterprise Innovation Venture Supervisor at EIT Meals.
Success tales from the programme
The influence of Straight2Market is finest illustrated via the startups which have used the programme to check, refine, and strengthen their options in actual retail environments. Throughout totally different markets and retail codecs, these collaborations present how early-stage innovation may be translated into commercially related outcomes.
Validating sustainability and native worth with Eroski
By means of its collaboration with Eroski, a number of startups have been capable of validate sustainability-driven enterprise fashions below actual retail situations. Triwuu examined its digital platform connecting customers with native producers via curated containers of recent, low-impact meals merchandise, reinforcing the worth of traceability and quick provide chains. Remolonas piloted its subscription mannequin for promoting seasonal fruit and veggies that will in any other case go unsold, demonstrating how retail partnerships can contribute to meals waste discount.
On the similar time, Iztueta launched its historically produced dairy merchandise right into a retail testing setting, gaining perception into client acceptance and operational necessities. Agricultural cooperative Barrenetxe validated demand for sustainably grown Basque greens licensed with the Eusko Label, confirming the relevance of native and seasonal produce in fashionable retail.
Round financial system innovation with Sonae
Sonae collaborated with Tetis Biotech to discover round financial system functions in meals retail. By piloting purposeful elements derived from aquaculture by-products, together with marine collagen and protein-rich snacks containing omega-3, the startup was capable of take a look at each product efficiency and sustainability messaging in an actual retail context.
Responding to well being and well-being traits with Migros Up
Migros Up partnered with startups addressing altering client preferences round well being and wellbeing. Yummate examined its vegan, gluten-free, protein-rich snacks with health-conscious customers, utilizing suggestions to refine its product positioning. Artisan Candy assessed market response to its premium confectionery made with pure elements and conventional processes, whereas Hubixos, developed by PatiLabs, piloted purposeful drinks enriched with nutritional vitamins and adaptogens to higher perceive client demand inside the wellness phase.
Purposeful meals and circularity with Ametller Origen
Ametller Origen labored with Genky Innovations to pilot purposeful meals made out of wine business by-products. The collaboration allowed Genky Improvements to validate client curiosity in antioxidant-rich merchandise aimed toward supporting wholesome ageing, whereas demonstrating how round manufacturing fashions may be built-in into established retail channels.
Trying forward
As European meals retail continues to evolve, initiatives like Straight2Market play an more and more essential position in turning innovation into market-ready options. By connecting startups instantly with retailers and actual customers, the programme helps scale back the hole between early-stage improvement and business actuality, whereas supporting a extra resilient and sustainable meals system.
Startups, entrepreneurs, and retail companions all for studying extra about Straight2Market and future programme editions are invited to depart their particulars to request additional data and discover how to participate.
