The themes highlighted by this year’s cohort include functional food and drinks, accessible wellness, packaging simplicity, and scalability.

The selected brands include Dishpod NZ, a patented innovative detergent bar, Drink Dodge, a post-drinking beverage to address hangovers, oat-based ice cream brand Future Swirl, and small-batch pantry jams brand The Paddington Pantry.

“Simplicity is emerging as a powerful trend across both food and home care,” said Seedlab COO Kenna MacTavish.

“Founders are refining their offering, stripping away complexity, and communicating with sharper clarity – whether that’s in ingredients, packaging hierarchy, or brand message. 

“This clarity not only helps with cut-through in a saturated market, but also builds the confidence needed to pitch to major retailers,” said MacTavish.

The next phase of the program will see the selected brands present their products directly to buyers and category managers at Seedlab’s annual expo event.

• This story was originally published on Inside FMCG.

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