How Europe’s food retailers are turning startup innovation into real-world impact (Sponsored)

European food retail remains one of the most dynamic and strategic sectors within the continental economy, with grocery sales in Europe growing by around 2.4% in 2024 and food sales volumes staying broadly stable following the post-pandemic recovery. At the same time, the sector is being reshaped by digitalisation, sustainability requirements, and changing consumer expectations around health and transparency, increasing the need for retailers to adopt innovation that is both market-ready and scalable.

To address this challenge, EIT Food developed Straight2Market (S2M), an acceleration and innovation programme designed to fast-track the validation, commercialisation, and market entry of innovative food solutions. By directly connecting startups and entrepreneurs with major European retailers, the programme enables real-world consumer testing, pilot projects, and Proof of Concept collaborations that help promising ideas move closer to the shelf.

How Straight2Market works

Once startups enter Straight2Market, the focus shifts quickly from concept to validation. The programme is structured around real consumer testing and retailer-led pilots, allowing startups to assess demand, usability, and operational fit under real market conditions rather than simulated environments.

For startups and entrepreneurs, it allows them to:

• Testing products with real consumers to gather structured, actionable feedback.
• Refining formulation, packaging, pricing, and positioning based on market insights.
• Financial support of up to €30,000 to develop or validate a product or MVP.
• Opportunity to run Proof of Concept projects with leading European retailers.
• Practical exposure to operational retail environments before market launch.

For retailers, it provides: 

• Cost-effective access to early-stage innovation aligned with sustainability, technology, and supply chain priorities.
• Funding of up to €15,000 per collaboration to support pilot projects.
• Reduced risk when testing new solutions in real retail settings.
• Direct collaboration with startups and entrepreneurs.
• Engagement with EIT Food–associated students, combining innovation with talent development.

“Leading the Straight2Market programme throughout 2024 and 2025 has been a highly rewarding experience. Working closely with both retailers and startups has shown how open innovation can accelerate the adoption of market-ready solutions and strengthen the European agrifood ecosystem. In 2025 alone, the programme supported 15 startups and collaborated with four major retailers, Eroski, Migros, Ametller Origen and Sonae, enabling real-world validation, consumer testing, and scalable commercial pilots that bring innovation closer to the shelf,” said Izaskun Valle, Business Innovation Project Manager at EIT Food.

Success stories from the programme

The impact of Straight2Market is best illustrated through the startups that have used the programme to test, refine, and strengthen their solutions in real retail environments. Across different markets and retail formats, these collaborations show how early-stage innovation can be translated into commercially relevant outcomes.

Validating sustainability and local value with Eroski

Through its collaboration with Eroski, several startups were able to validate sustainability-driven business models under real retail conditions. Triwuu tested its digital platform connecting consumers with local producers through curated boxes of fresh, low-impact food products, reinforcing the value of traceability and short supply chains. Remolonas piloted its subscription model for selling seasonal fruits and vegetables that would otherwise go unsold, demonstrating how retail partnerships can contribute to food waste reduction.

At the same time, Iztueta introduced its traditionally produced dairy products into a retail testing environment, gaining insight into consumer acceptance and operational requirements. Agricultural cooperative Barrenetxe validated demand for sustainably grown Basque vegetables certified with the Eusko Label, confirming the relevance of local and seasonal produce in modern retail.

Circular economy innovation with Sonae

Sonae collaborated with Tetis Biotech to explore circular economy applications in food retail. By piloting functional ingredients derived from aquaculture by-products, including marine collagen and protein-rich snacks containing omega-3, the startup was able to test both product performance and sustainability messaging in a real retail context.

Responding to health and well-being trends with Migros Up

Migros Up partnered with startups addressing changing consumer preferences around health and wellbeing. Yummate tested its vegan, gluten-free, protein-rich snacks with health-conscious consumers, using feedback to refine its product positioning. Artisan Candy assessed market response to its premium confectionery made with natural ingredients and traditional processes, while Hubixos, developed by PatiLabs, piloted functional beverages enriched with vitamins and adaptogens to better understand consumer demand within the wellness segment.

Functional foods and circularity with Ametller Origen

Ametller Origen worked with Genky Innovations to pilot functional foods made from wine industry by-products. The collaboration allowed Genky Innovations to validate consumer interest in antioxidant-rich products aimed at supporting healthy ageing, while demonstrating how circular production models can be integrated into established retail channels.

Looking ahead

As European food retail continues to evolve, initiatives like Straight2Market play an increasingly important role in turning innovation into market-ready solutions. By connecting startups directly with retailers and real consumers, the programme helps reduce the gap between early-stage development and commercial reality, while supporting a more resilient and sustainable food system.

Startups, entrepreneurs, and retail partners interested in learning more about Straight2Market and future programme editions are invited to leave their details to request further information and explore how to take part.

The post How Europe’s food retailers are turning startup innovation into real-world impact (Sponsored) appeared first on EU-Startups.