Pitch perfect: How to impress the judges at the Vitafoods Startup Innovation Challenge

We asked judges of the Vitafoods Europe Startup Innovation Challenge what they will be looking for in the winning startup Read the nine-point checklist

Niamh Michail

Held for the first time at Vitafoods Europe from 9 to 11 May 2023, the inaugural Vitafoods Europe Startup Innovation Challenge offers health, wellbeing, and nutraceutical startups the chance to win a host of high-value prizes as well as unparalleled exposure and networking opportunities with key industry stakeholders at Europe’s leading nutraceutical trade show.

Startups can apply for free to one or more of the following categories: most innovative finished nutraceutical product; most innovative nutraceutical ingredient; most innovative service or technology supporting the nutraceutical industry; and most innovative digital solution supporting the nutraceutical industry

We asked one Startup Innovation Challenge judge, Raphaelle O’Connor, what she was looking for in the winning startups. Founder and director of nutrition consultancy iNewtrition, O’Connor gave us her nine-point checklist, offering startups invaluable tips when preparing their application.

This lies at the heart of innovation. How does your product stand out against its competition? An insightful innovation opportunity that can be communicated to consumers in a clear and engaging way is essential for success .

This topic matters more and more to consumers Bioactive ingredients that add value to the wellness space are becoming increasingly hot commodities . Judges will especially be looking for concepts in categories where there are enormous opportunities

Honesty and transparency are essential to building trust and loyalty among consumers

Consistent messaging, meeting the startup’s goals and commitments, and the clear communication of progression are key.

Sustainability is a modern competitive edge The economic, social, and environmental costs of ingredients and packaging must be seriously weighed and honestly communicated to consumers, so that they can make conscious decisions about how their purchases impact the planet

Judges will be interested to see how the purpose-driven aspects of each startup are represented in their brand. From the management of authenticity, to supporting local producers, to sustainable packaging, the potential initiatives are unlimited. How is the brand contributing to the greater good, environmentally, or socially?

Each product concept must show awareness, insight, and diligence in its approach to the ingredients, product format, supply chain, wellness, target audience, communication, environmental impact, and delivery .