It’s easy to get swept up in the news and activities of the industry’s global titans, but what about the smaller firms that are out there flexing their creative muscles? In this instalment of ‘Start-up of the month’ – which celebrates the lesser-known companies and their innovations – we speak to Ilya Preston, co-founder and CEO of PAXAFE, an AI-enabled, device-agnostic risk-management platform that reduces product loss, improves operational efficiency and optimises decision making for cold chain shippers and carriers. How does PAXAFE’s CONTXT platform specifically address the unique challenges faced by food and beverage companies in managing cold chain logistics? Look, managing cold chain logistics for food and beverage is brutal. There’s no room for error, one small temperature deviation, and you are throwing out an entire shipment of perishable goods. That is why we built our platform to be more than just a tracking tool. It is a decision-intelligence platform that does not just tell you where your shipments are, it predicts risks before they happen. Our AI models factor in everything from weather patterns to lane reliability, giving food manufacturers the ability to take proactive steps, not just react after it is too late. We are not here to add another dashboard to your plate, we want to give a one dashboard for all pertinent items within your supply chain...we are here to make sure fewer shipments are lost and waste is minimised. What role does real-time data play in ensuring that food and beverage products are delivered on time and in optimal condition, especially with perishable goods? The biggest misconception is that real-time tracking alone is enough. It isn’t. Just knowing where your shipment is does not prevent a temperature excursion. What actually makes a difference is being able to predict an issue before it happens. That is why we built features like Predictive Time to Excursion (PTE) and Predictive Time of Arrival (PTA), so companies are not scrambling when something goes wrong. We give food manufacturers the data they need to make smart, timely decisions to prevent spoilage and delays. Less scrambling, more control. Food manufacturers often face temperature fluctuations and product spoilage. How does PAXAFE proactively predict and mitigate these risks in the supply chain? The way the industry has handled this problem for decades is pretty outdated, relying on post-shipment data loggers and hoping for the best. That is not how we operate. At PAXAFE, we take a data-driven, AI-powered approach to identifying high-risk routes before shipments even hit the road. By analysing thousands of variables, like carrier performance, external weather conditions, packaging integrity and lane risk history, we help food manufacturers make better decisions upfront. That means fewer rejected shipments, fewer financial losses, and ultimately, fewer headaches. With sustainability becoming a priority in the food industry, how does PAXAFE’s platform contribute to reducing waste and improving the sustainability of cold chain operations? Food waste is a massive problem – almost a third of all food globally gets wasted, much of it due to logistics failures. That’s unacceptable. The reality is, the best way to be sustainable is to prevent spoilage before it happens. At PAXAFE, we help companies reduce waste by ensuring their perishable goods stay within safe temperature ranges, reducing unnecessary re-shipments and over-packaging. It is a win-win: better supply chain efficiency, lower operational costs and a meaningful reduction in environmental impact. What are some of the most common operational risks in food and beverage logistics, and how does PAXAFE’s technology help companies address them? Food logistics is one of the hardest industries to operate in because the margin for error is razor-thin. The most common problems I hear from our customers are: • Temperature excursions leading to spoilage • Last-mile delivery issues impacting freshness • Inconsistent carrier performance • High intervention costs due to manual monitoring PAXAFE directly addresses these challenges with AI-driven risk modelling and automation. Instead of reacting to problems, we predict and prevent them. We help businesses pinpoint risky lanes, optimise carrier choices and reduce manual monitoring by up to 40%. This isn’t just theory, our customers are saving millions of dollars in spoilage and wasted logistics costs. PAXAFE serves high-profile food and beverage companies. Can you share any specific success stories where your platform has made a tangible impact? One of our customers – a major perishable food distributor – was constantly losing shipments due to temperature fluctuations, especially on international routes. By using our Lane Risk Assessment tool, they were able to identify exactly which carriers, routes and packaging configurations were causing the most failures. Within a few months, they reduced rejected shipments by 30%, saved hundreds of thousands of dollars and cut their intervention costs almost in half. That is the kind of real-world impact we focus on at PAXAFE – practical solutions that deliver measurable results. In what ways does PAXAFE ensure that smaller food and beverage businesses can benefit from cutting-edge logistics technology without the need for a large financial investment? Not every food company has the budget of a Fortune 500 brand, and we get that. That is why we built our platform to be scalable and device-agnostic, meaning you don’t need to buy expensive proprietary IoT sensors to benefit from our technology. Whether you are a regional supplier or a national brand, our AI-powered logistics tools integrate with whatever systems you are already using, helping you optimise cold chain performance without breaking the bank. As consumer demand for fresh, local and organic products increases, how is PAXAFE helping companies maintain supply chain efficiency while meeting these expectations? The rise of farm-to-table, organic and fresh local goods has completely reshaped food logistics. Consumers expect higher quality and faster delivery, but that also means more complexity, more stops and more temperature-sensitive shipments. PAXAFE helps companies navigate this complexity by using AI to optimise last-mile delivery, reduce transit delays and ensure real-time quality monitoring. Whether you are shipping organic produce or high-end dairy products, we give you the insights needed to protect freshness and keep customers happy. What advice would you give to food and beverage start-ups looking to scale their operations and improve their supply chain resilience? The biggest mistake I see is scaling too quickly without visibility into their logistics risks. If you do not have a handle on temperature control, carrier performance or packaging integrity, you will start running into major issues as you grow. My advice? • Invest in data-driven logistics early. Do not wait until you have supply chain problems to solve them. • Automate risk monitoring. You do not need a huge team to keep shipments safe – AI can do it for you. • Choose partners that grow with you. Make sure your logistics tech can scale without requiring huge capital investments. If you get these things right, you will build a resilient, cost-efficient supply chain that supports growth, not holds it back. Looking forward, how do you see the future of cold chain logistics evolving in the food and beverage industry, and what innovations can we expect from PAXAFE? Cold chain logistics is evolving fast and the companies that embrace automation and AI will have a massive competitive edge. We are moving toward a future where manual intervention will be a thing of the past, instead, AI-driven predictive logistics will automate risk assessment, optimise carrier selection and even suggest real-time corrective actions. At PAXAFE, we are investing heavily in automated decision intelligence so that our customers can focus on growing their business instead of constantly putting out fires. Cold chain logistics should be a strategic advantage, not a liability. The companies that get this right will dominate the market. At the end of the day, food logistics is about getting fresh, safe products to customers with zero waste. We built PAXAFE to make that process smarter, more efficient and more predictable. If you are in the food and beverage industry and you are tired of losing money to cold chain failures, let’s talk – we will show you how to take control of your logistics and start winning with data.

UK soft drinks brand Hip Pop has named Matt Bowler-Jones as its new chief executive officer, following the departure of Graham Beales after two years in the role. Matt Bowler-Jones Bowler-Jones joins the kombucha and functional drinks company with three decades of experience at well-known food brands including Marsh and Baxters, most recently serving as commercial and supply chain director at Finlay’s. During Beales’ tenure, Hip Pop expanded into major UK and international retailers, overhauled its supply chain and launched a refreshed brand identity. Bowler-Jones said he will focus on accelerating Hip Pop’s international expansion and pursuing new commercial opportunities: “In the past two years, Hip Pop has seen some incredible progression, and Graham must take great credit in delivering this success. The brand has established itself as vibrant, relevant, and a real force in the industry so I can’t wait to amplify this even further and drive continued growth of the business and its amazing people. We have some very exciting times ahead.” Beales added: “Stepping back after two intense years, I’m proud of what the team has built. We transformed the business, grew fast and proved what’s possible with focus and grit... Working alongside the founders, the board and the wider team has been a real privilege for me." “Matt is joining Hip Pop at the perfect time. With his background and experience I am confident he will have a huge impact on the future success of the business."

Sustainable investment firm Collateral Good has been appointed to manage a €100 million Sustainable Food Fund, formerly known as Blue Horizon Venture I. Now rebranded as Collateral Good Food Innovation I, the fund comprises 14 portfolio companies working across plant-based, precision fermentation and cultivated meat sectors. Investments include Swiss plant-based meat producer Planted, precision fermentation companies Every, Geltor, Chromologics and Algama, and cultivated meat pioneer Mosa Meat. The transition follows a process led by Deloitte Luxembourg, with more than 85% of the fund’s Limited Partners selecting Collateral Good to take over management. The fund will be led by co-founders Mariana Gonzalez and Michael Kleindl, alongside partners Cyril Zimmermann and Jarne Elleholm, and supported by an advisory network including Maxence de Royer (Nestlé), Constantino Matouk (Bimbo Corporation) and Frank Alexander Kühne (Adalbert Raps Stiftung). Collateral Good said that while the alternative protein and food tech sectors have faced headwinds in recent years, the long-term outlook remains positive. The firm emphasised that continued innovation in these fields is key to building a climate-positive and resilient global food system. Top image: @ Planted Foods

Trewithen Dairy has expanded its portfolio with the launch of Cornwall Gold, what the company claims is the "most luxurious and creamiest milk" to date. The golden milk contains 5% fat, delivering a smooth, rich taste. Trewithen Dairy describes Cornwall Gold as a modern take on traditional gold top milk, with the cream blended throughout for a consistent texture and flavour. The launch coincides with growing consumer demand for full-fat dairy and products made with fewer, recognisable ingredients, as shoppers move away from ultra-processed alternatives. Cornwall Gold is positioned to meet this demand with a focus on natural ingredients and traditional production. Mark Moody, marketing director at Trewithen Dairy & Ehrmann UK, said: "We're proud to be expanding our range with Cornwall Gold, a premium milk that showcases the quality of Cornish milk with delivering a beautifully blended, decadent experience. It's a standout addition that strengthens our offering in the premium dairy space and provides retailers with a distinctive product to add to their shelves." Cornwall Gold is available at Sainsbury's stores in 1-litre and 2-litre formats. The milk will also roll out at Tesco stores from October 2025.

T. Hasegawa USA has launched Hasecitrus, a natural flavour-stabilising technology designed to help beverage manufacturers maintain fresh-tasting citrus drinks with improved shelf-life consistency. The ingredient protects citrus profiles from oxidation – a reaction triggered by oxygen, pH changes and temperature fluctuations – which can alter colour, aroma and taste. Oxidation is a common challenge in both dry and liquid beverages, particularly those exposed to UV light or temperature variation during distribution. The technology was developed over two years under T. Hasegawa’s “Bridge to Tokyo” programme, which integrates R&D from its Japan headquarters with its US subsidiary. It launches in eight liquid variants – lemon, lime, orange, blood orange, navel orange, lemon lime, white grapefruit and pink grapefruit – with dry powder formats available on request. L-R: Blood orange, pink grapefruit, orange and lemon lime slices. Unlike conventional approaches that rely on less refined citrus commodities, T. Hasegawa said Hasecitrus uses a shelf-stable formulation to maintain flavour profiles for longer without refrigeration or specialised packaging. The company stated this supports clean-label, preservative-free beverages, even in complex formulations such as sports nutrition and energy drinks containing protein and electrolytes. Masashi Miyamoto, senior flavour chemist at T. Hasegawa USA, said: “We aim to identify production challenges facing the food and beverage industry and address these issues with innovative science-based flavour solutions. Hasecitrus is the result of a long process of adapting T. Hasegawa’s existing technologies to serve manufacturing needs in North America.” Hasecitrus meets FDA guidelines for natural flavours and can be produced to conform with non-GMO and Kosher certifications.

Terry’s has added a new flavour to its festive line-up with the launch of the limited-edition Chocolate Caramel Ball. The product combines Terry’s milk chocolate with caramel in its signature 20-segment ball format. The launch comes as caramel continues to lead UK confectionery NPD, with sales growth of 60% since 2021 and one in three consumers seeking the flavour, according to the company. The Chocolate Caramel Ball is part of Terry’s “beyond orange” strategy to expand its portfolio beyond the brand’s flagship Chocolate Orange. Previous non-orange seasonal launches have included the Chocolate Mint Ball in 2023 and the Chocolate Milk Ball in 2024 . Lorène Decam, senior marketing manager at Terry’s, said: “Caramel continues to dominate flavour trends, and we see strong headroom for growth in everyday indulgence and seasonal gifting". “This launch is more than just a flavour extension – it’s a strategic move to broaden our relevance beyond orange, while building on the rituals and emotional connection that make Terry’s a festive essential.” The new flavour is available in major UK retailers for an RRP of £2.50.

General Mills will invest $54 million to expand its James Ford Bell Technical Center in Golden Valley, Minnesota, in what is said to be the largest upgrade in the facility’s history. The project will add a 35,000 square foot, two-storey pilot-plant wing, increasing total pilot plant capacity by over 20% to accelerate product development across key food and beverage categories. The new space will support the company’s focus on alternative proteins, sustainable packaging and functional foods, while reducing development-to-launch timelines. General Mills’ chief innovation, technology and quality officer, Lanette Shaffer Wernerm said: “This expansion is a critical step in ensuring General Mills remains at the forefront of innovation. The new wing will bring much-needed flexibility to pilot plant operations and empower cross-functional collaboration across our business units, enabling us to bring the next generation of consumer-centric products to market even faster.” Opened in 1960, the JFB Technical Center now houses around 1,000 R&D employees. The addition is set to open in fall 2027.

FoodBev Media, the leading global provider of food and beverage industry news and insights, is excited to announce the launch of its industry-first mobile app coming soon to the app store. Designed to deliver on-the-go access to breaking industry news, exclusive podcasts, video content and live trade show social feeds, the app empowers professionals to stay informed, engaged and ahead of the latest developments in the food and beverage sector – anytime, anywhere. Key Features: Industry news on demand: Get real-time updates on breaking news, emerging trends and cutting-edge innovations shaping the global food and beverage landscape. Multimedia insights: Access FoodBev Media’s latest podcasts and video content, featuring expert analysis, industry interviews and thought-provoking discussions. Live social feeds from industry events: Stay connected with major trade shows and conferences, with live updates, social media feeds and exclusive behind-the-scenes content. Attendees can share their experiences directly through the app. “We are excited to introduce a more dynamic and interactive way for industry professionals to stay connected with the ever-evolving food and beverage landscape. The new app ensures instant access to the latest news, trends and insights, while real-time event feeds bring trade shows to life for both attendees and remote audiences. Push notifications keep users informed the moment news breaks.” Dan Bunt, marketing director at FoodBev Media Experience the live event feed at IFE 2025 The app’s live event feed will debut at the prestigious International Food & Drink Event (IFE) 2025 , creating an unparalleled digital experience for both attendees and remote participants. For the first time, IFE visitors will be able to share real-time insights, product discoveries and key takeaways directly through the app’s interactive social feed. Whether it's an exciting exhibitor showcase, an inspiring panel discussion or a must-try innovation, attendees can post and engage with the industry community. For those unable to attend in person, the app provides a front-row seat to the action, with real-time posts, photos, and event highlights straight from the show floor. Visit FoodBev Media at IFE 2025 FoodBev Media will be exhibiting at stand 260 , where attendees can experience the app firsthand and discover the latest trends driving the industry forward. Joining us will be The Good Cup, an innovative brand leading the charge in sustainable packaging solutions. Their revolutionary eco-friendly packaging is setting a new standard for takeaway sustainability. 🍬Access the app preview by visiting our stand and claim a sweet treat as a thank you for testing our new platform! 🍿 Downloading the FoodBev Media App FoodBev Media is a leading provider of business intelligence for the global food and beverage industry. Through its digital platforms, print publications, live events and exclusive content, FoodBev Media informs and inspires professionals across all sectors.

Aldi has unveiled a limited-edition triple-sauce dispenser, aptly named The Mighty Trio, designed to cater to the growing demand for customisable condiment options among British consumers. This innovative product combines ketchup, mayonnaise and mustard into a single bottle, allowing users to enjoy all three sauces simultaneously – a feature that aligns with recent consumer trends indicating a strong preference for sauce mixing. Recent research reveals that a significant portion of the UK population is passionate about their condiments. Approximately 70% of respondents reported enjoying the practice of mixing multiple sauces, with 43% favouring the combination of ketchup and mayonnaise. Furthermore, 59% of consumers admitted to creating their own custom sauce blends at home, demonstrating a clear trend toward personalisation in the condiment space. The launch of The Mighty Trio comes amid findings that nearly one-third of Brits would consider ending a date over a disagreement about sauce preferences. This suggests that condiment choices are not merely culinary; they are intertwined with social interactions and perceptions. In fact, 40% of participants believe that sauce preferences can reveal personality traits, indicating a deeper cultural significance attached to these condiments. Aldi's new offering aims to meet the evolving needs of consumers who appreciate convenience without sacrificing flavour. The dispenser is particularly timely, as 84% of Brits indicated they would be likely to leave a barbecue if ketchup was unavailable, highlighting the critical role of condiments in social dining settings. Julie Ashfield, chief commercial officer at Aldi UK, said: “The Mighty Trio is our response to the growing trend of sauce mixology among Brits. It’s a fun, practical solution for those who enjoy their burgers, hot dogs or chips with a variety of flavours.”

Puratos, a producer of bakery, pastry and chocolate innovations, has launched a new Innovation Center and Research & Development (R&D) laboratory in Cartago, Costa Rica. This facility is part of the company's strategy to enhance its presence in Latin America and serve as a catalyst for product development and trend adaptation in the region. With an investment exceeding ₡300 million colones (approx. $590,000), the new centre is designed to foster collaboration and creativity in product development. It features two main components: an Innovation Center for demonstrations, training, and product testing, and an R&D laboratory focused on ingredient research and formulation improvements. This dual approach aims to align with the evolving demands of consumers while leveraging local resources. The Innovation Center is expected to serve over 200 clients each month, providing training on the latest techniques and trends in the food and beverage sector. This initiative not only aims to enhance local market offerings but also positions Costa Rica as a regional hub for food innovation, catering to the broader Central American and Caribbean markets. Puratos' commitment to sustainability and responsible business practices is evident in this expansion. The company notes the importance of developing products that meet the needs of modern consumers while ensuring positive impacts on the local community and environment. This focus aligns with Puratos’ global mission to preserve the heritage of bread and promote biodiversity through initiatives like the preservation of sourdough cultures. The opening of the Innovation Center is seen as a strategic move to strengthen Puratos' competitive edge in the food industry while contributing to economic growth and job creation in Costa Rica. Plans for further expansion are already in place, with a second phase set to begin in 2026, which will include additional office space dedicated to new business development.

Luscombe, a producer of premium soft drinks, has introduced a new beverage, Apple & Ginger, in celebration of its 50th anniversary. This launch highlights the company's focus on natural ingredients and traditional flavour combinations. The new drink blends organic English apples with organic Peruvian ginger, aiming to provide a balanced flavour profile that reflects Luscombe's commitment to quality. Scott Cooper, managing director of Luscombe, noted that the combination is both nostalgic and contemporary, tapping into a heritage of orchard fruit and spice that has been popular for centuries. Apple & Ginger is produced using organic apples sourced from local orchards, which are pressed to create a naturally sweet juice. This juice is then mixed with ginger and Dartmoor spring water, resulting in a beverage that is gluten-free and vegan-friendly, without any artificial additives or sweeteners. The drink is available in two sizes: 270ml (RRP £2.79) and 740ml (RRP £3.95). Luscombe encourages consumers to explore different serving options, including serving it chilled over ice or warm with spices.

Danone is poised to enhance its market agility and product innovation as it announces a strategic restructuring of its leadership and operational framework. This transformation, part of the ongoing 'Renew Danone' initiative, aims to streamline the company's geographical operations into three key regions: EMEA (Europe, Turkey, Middle East and Africa), Asia Pacific and the Americas. The restructuring is expected to sharpen the company's focus on its core product categories while fostering a more responsive organisational structure. As of January 1 2026, Danone will operate under a new leadership model with three regional presidents: Pablo Perversi for EMEA, Bruno Chevot for Asia Pacific, and Henri Bruxelles for the Americas. This change is intended to facilitate quicker decision-making and enhance the company's ability to respond to local market demands, particularly in the fast-evolving F&B sector. Danone continues to prioritise its health-focused product categories, which include Essential Dairy & Plant-Based Products, Waters and Specialized Nutrition. The company is committed to driving growth in these segments by leveraging its extensive portfolio of well-known brands, such as Actimel, Activia, Alpro and Evian. The restructuring aligns with Danone's broader strategy to invigorate its product offerings. By concentrating resources and leadership efforts within defined geographical markets, Danone aims to accelerate the development of innovative products that cater to local tastes and dietary needs. The company has already made strides in this direction, with recent launches in plant-based dairy alternatives and fortified nutritional products designed for specific consumer demographics. In addition to product innovation, Danone’s renewed focus includes a strong commitment to sustainability. Laurent Sacchi, who will lead the Sustainability initiative, aims to integrate health and environmental considerations into product development. Antoine de Saint-Affrique, Danone's CEO, noted the importance of this transformation: “We are taking decisive steps to create a more compact and agile organisation that enhances our ability to innovate and respond to market changes". He added: "Our mission remains clear: to bring health through food to as many people as possible, while ensuring that our practices contribute positively to society and the environment”.