Sustainable food trends: start-ups focus on value-added combinations
Start-ups are driving the food trends of 2025 - from plant-based alternatives to innovative packaging solutions. Find out more about developments in the industry in an interview with the Innovation Manager at REWE Süd!
In this Interview: Selda Morina, Innovation Manager at REWE Süd, Head of the associated Start-up Lounge and member of the expert jury for the BIOFACH Start-up Pitches 2025, on the latest innovations from food start-ups and tips for a successful market entry for young companies.
How food start-ups are revolutionizing the food industry
The food industry is undergoing rapid change, driven by new consumer needs, technological innovations and the urgent need for sustainable solutions. Food start-ups play a key role in this by bringing a breath of fresh air to the shelves with creative approaches and pioneering products. In an interview with BIOFACH, Selda Morina, Innovation Manager at REWE Süd and Head of the Start-up Lounge (German Website)1, talks about current food trends in the industry, how food start-ups can successfully enter the market and which factors are decisive for long-term success.
Professionally, you keep pace with the times when it comes to culinary food trends and innovations in the industry. What fascinates you personally about this area and how do you find inspiration?
“I am particularly fascinated by the dynamics of the food industry: hardly any other industry combines innovation, sustainability and consumer needs so closely. It's not just about recognizing food trends, but creating solutions that offer long-term added value - for the environment, for society and, of course, for people themselves. I find inspiration everywhere: in conversations with start-ups, at trade fairs like BIOFACH, but also through small everyday observations - be it on supermarket shelves or feedback from our customers. For me, innovation means staying curious and having the courage to try out new approaches.”
There are a lot of newcomers and innovations in the food industry - and eating habits are changing. What food trends are you currently observing among food start-ups?
“We are seeing an impressive range of innovative products from food start-ups. Plant-based alternatives continue to lead the way, particularly in categories such as cheese, yogurt and fish substitutes. Products are being created that are not only tasty, but also have a better nutritional composition - for example through the use of fermented pulses such as chickpeas or lentils. Another area of food trends is functional nutrition: products that meet individual health needs with superfoods, adaptogenic ingredients or targeted nutrients.
Sustainable product development is also picking up speed: start-ups are launching snacks made from rescued food, drinks from climate-neutral cultivation or packaging made from edible materials - such as the raw material algae. I find the creative approaches particularly exciting, such as fermented foods with an unusual taste or regional specialties that are interpreted in a modern way by combining them with global trends - for example fermented chips made from local vegetables. This diversity shows how dynamic and future-oriented the industry is.
The Federal Ministry of Food and Agriculture wants to achieve 30% organic farming by 2030 and organic food is attracting more and more attention in the food retail sector. At the same time, studies show that the relevance of sustainability as a purchasing criterion is declining because price is becoming increasingly important. How are these developments making themselves felt in the start-up world?
“In the start-up world, sustainability remains a key concern, but with a more pragmatic approach. Organic remains important, but is often combined with other sustainability aspects, such as regional ingredients, climate-neutral production or plastic-free packaging. Food start-ups focus on value-added combinations: Products that are sustainable and remain affordable at the same time. What is particularly exciting is that many founders are finding innovative ways to make sustainability more tangible and attractive for consumers - for example through transparent communication or upcycling concepts.”
How can sustainable food start-ups attract attention and what requirements does the food retail market have for product range inclusion and a place outside the dedicated “organic” shelves?
“Start-ups can attract attention through clear positioning and storytelling: Consumers don't just want to buy a product, they want to know the story behind it - whether it's about the origin of the raw materials, the innovative strength or the positive effects on the environment and society. Collaborations, social media and direct interaction with the target group, for example at trade fairs, are crucial.
In addition to a convincing product, strong logistics are also important for inclusion in the food retail sector: reliable supply chains, sufficient production capacities and competitive prices are basic requirements. In order to establish themselves outside the organic shelves, food start-ups should also appeal to broad target groups, for example by focusing on taste or suitability for everyday use.”
What innovative power do German food start-ups have and where do you see particularly great potential - also in the long term?
“German food start-ups are pioneers when it comes to developing sustainable and innovative food products. I see particularly great potential in plant-based alternatives, which are increasingly being perfected in terms of taste and texture, as well as in new protein sources such as algae, mushrooms or foods produced through fermentation. The topic of regional and seasonal products is also being addressed more and more, often combined with innovative processing methods such as high-pressure processing (HPP), which makes it possible to preserve fresh products for longer without compromising on taste or nutrients.
In the long term, it will be exciting to see how start-ups use technological solutions, for example for personalized nutrition or minimizing food waste. The innovative strength of German food start-ups lies not only in picking up on these food trends, but also in combining them with convincing added value in product development.”
BIOFACH 2025: Clear the stage for start-ups from the organic sector
At BIOFACH 2025, industry expert Selda Morina will be part of the expert jury for the first-ever BIOFACH Start-up Pitches. This is where registered start-ups can present their innovative concepts and products to the international trade audience and the high-caliber jury of trade representatives. The winning start-up will be presented with the BIOFACH Start-up Award. This includes attractive listings with dennree (German Website) and Alnatura (German Website), as well as food retail coaching with the chance of a listing in selected REWE Süd (German Website) stores.
In addition to the start-up pitches, young companies from Germany will present their ideas at the established “Young Innovators” pavilion, which is sponsored by the Federal Ministry for Economic Affairs and Climate Protection. International founders will present their innovations in the special “International Newcomers” area.
Sustainable food trends at the trade fair
BIOFACH not only focuses on start-ups, but also provides important impetus for the entire organic sector. BIOFACH 2025 will highlight the various dimensions of food trends in the industry. Particular attention will be paid to the development of vegetarian and vegan dishes that not only focus on plant-based alternatives, but also present creative processing methods for vegetables and other ingredients. The focus will also be on various approaches to producing innovative snacks.
Every year, the BIOFACH Trend Jury, consisting of industry experts, defines key topics that reflect the current dynamics and challenges facing the organic sector. These are published as industry trends shortly before the trade fair. The trend jury also takes a close look at the submissions for the BIOFACH Novelty Stand, the BIOFACH Start-up Pitches and the new PLANETARY HEALTH World of Experience (formerly the VEGAN World of Experience). The BIOFACH Product Trends 2025 will be developed on the basis of the emerging trends and can be discovered on site in Nuremberg. The Trend Wall at the Novelty Stand in Hall 4A and guided trend tours on food innovations, retail topics and organic in out-of-home catering provide insights into the most important developments on the organic food market.
Source:
1 REWE Süd's Start-up Lounge offers young companies a platform to test their products in retail stores. The innovations are presented in selected stores during a three-month test phase. If customer feedback is positive, the products are included in the general product range.