Kraft Heinz reveals five brands chosen for its incubator initiative

Brands of biltong, sauerkraut and antioxidant lemonade are among the start-ups selected by Kraft Heinz to join its Springboard incubator programme.

The initiative, which was launched in March, aims to nurture, scale, and accelerate the growth of five disruptive brands, bringing them closer to entrepreneurs, new ideas and consumer trends.

Over the course of the next 16 weeks, the selected start-ups will participate in a programme composed of learning, funding, infrastructure access, and mentorship in Chicago. 

The brands in full

• Ayoba-Yo – has introduced a nutritious alternative to traditional beef jerky and meat sticks, fearing a 14-day air-drying process.
• Cleveland Kraut – makes a range of sauerkrauts and now aims to expand in other sectors.
• Kumana – is best known for its signature Venezuelan-inspired avocado sauce and is a Los Angeles-based brand creating original sauces representing diverse flavours from different regions of the world.
• Poppilu – a Chicago-based antioxidant lemonade brand which has created beverages with Midwest-grown aronia berries, one of the highest antioxidant fruits in the world.
• Quevos – has developed a range of salty and crunchy egg-white crisps that are low in carbs and fat, and high in protein.

Sergio Eleuterio, general manager of Springboard Brands, said: “Hundreds of applications were carefully reviewed to select authentic propositions and inspired founders within one of the four pillars shaping the future of food: natural and organic, specialty and craft, health and performance, and experiential brands.

“We are excited to kick off our programme with a group of great founders, amazing and purposeful products, that we wholeheartedly believe will succeed in the marketplace.”

Incubator initiatives have become an increasingly popular way for large companies to support and nurture up-and-coming brands.

Chobani announced its third annual brand incubator programme earlier this year and makers of insect snacks and seaweed protein were among the brands included in PepsiCo’s first nutrition incubator last June, a week before the world’s largest food company – Nestlé – announced a new accelerator programme.