Simplicity, sustainability, and scale are at the heart of the newly announced Cultivate 11 cohort, with Seedlab Australia unveiling 13 emerging FMCG businesses selected for its flagship accelerator program.
Earlier, we reported that the six-week intensive program is designed to equip founders with essential business skills, strategic insights, and a strong support network to refine their offerings and prepare for scalable success. Seedlab launches program to give SMEs direct access to retail market
Chosen from a competitive pool of 20 Bootcamp participants and returning alumni, this latest group represents a shift in founder mindset towards products designed not just to stand out, but to scale.
Seedlab’s COO, Kenna MacTavish, said the cohort reflects the evolution of what’s required to succeed in today’s fast-moving retail environment.
“We’re not here to make niche products work, unless they are truly innovative,” said MacTavish. “In this round, we’re seeing the rise of value-added FMCG brands that are deeply considered and potentially, truly sustainable in today’s retail environment.”
Themes shaping the 2024 cohort emerged early, during the Bootcamp phase. Among them: functional food and beverage, accessible wellness, and streamlined packaging. But this group is defined most by its readiness to grow with each brand demonstrating product viability, compelling storytelling, and retail potential.
Backed by Seedlab’s partnership with Woolworths, Cultivate offers participants rare early access to retail decision-makers. All applicants were required to submit a five-minute video pitch, assessed by both Seedlab and Woolworths teams.
Standout brands in the new Cultivate 11 cohort include:
Among the brands selected are:
- DISHPOD (NZ): A patented detergent bar dispenser reshaping dishwashing with environmental simplicity and innovation. (link to website)
- Drink Dodge: A post-drinking hydration beverage on a mission to fight the hangover. (link to website)
- Future Swirl:A nostalgic, oat-based ice cream perfectly balancing indulgence and plant-based innovation. (link to website)
- The Paddington Pantry: Small-batch, feel-good, homemade pantry staple jams. (link to website)
MacTavish noted that clarity in formulation, packaging, and brand message is becoming a defining advantage for brands hoping to break through.
“Simplicity is emerging as a powerful trend across both food and home care,” she said. “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.”
Participants will now begin an intensive series of tailored workshops covering topics such as pricing strategy, margin analysis, branding, and consumer engagement, culminating in Seedlab’s annual EXPO event.
The EXPO, seen as a key milestone for participants, connects founders directly with buyers and category managers. For many, it has led to new retail listings, facility expansions, and job creation.
Alumni of the Cultivate program include brands such as Bippi Foods, I Am Grounded, Zea Relief, and Sheet Yeah!
But according to MacTavish, success isn’t always about reaching shelves right away. “Sometimes the most valuable outcome is clarity,” she said.
“That might mean realising that your costing and financial projections need reworking, or that your product format isn’t quite retail-ready. We’ve seen both scenarios, and in every case it’s the founder’s commitment to building a better business that stands out.”
As the FMCG landscape continues to shift under economic pressure and changing consumer habits, Seedlab’s Cultivate program is positioning itself as both a launchpad and a filter equipping brands with the resilience and strategy to grow sustainably.
More here.
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
