Thirteen innovative founders from across Australia and New Zealand have been handpicked for the latest Seedlab Australia accelerator, marking a strong shift in the FMCG (fast-moving consumer goods) space. From frozen dumplings to organic skincare, caffeine-free coffee, and sustainable recycling tools, this year’s cohort is shaping the way people eat, shop, and live.
Over the next five months, these entrepreneurs will receive targeted workshops in cost analysis, packaging design, logistics, and consumer activation. In addition, participants will be mentored through more than 20 hours of one-on-one coaching and pitch preparation with potential buyers such as Woolworths. According to Seedlab COO Kenna MacTavis, the 2025 lineup signals a new wave of indulgent yet practical products designed to enhance everyday life without compromising on quality or convenience.
FMCG Innovation Meets Everyday Life
The Seedlab accelerator has become a benchmark for founders seeking to refine their FMCG businesses. Since its inception, more than 150 startups have passed through the program, with 63 percent being women-led and 6 percent representing First Nations entrepreneurship.
This year’s 13 startups reflect both consumer trends and market shifts. Food-related products dominate, from protein-rich bars to artisanal garlic, while sustainable solutions like Wholly Shrink! aim to address Australia’s ongoing recycling challenges.
One standout shift highlighted by MacTavis is the rebranding of the freezer aisle. Long viewed as a compromise, frozen foods are now enjoying a renaissance. Rising living costs have pushed households to seek convenient, affordable, and high-quality options. The founders selected this year are seizing that moment, with brands like Dumpling Cheers and Chur Bol BBQ freezing craftsmanship rather than cutting corners.
What the Program Offers
Participants will gain access to:
- Tailored workshops in areas critical to FMCG growth, such as branding and logistics.
- One-on-one mentoring with industry experts, providing more than 20 hours of direct guidance.
- Exposure to buyers including Woolworths and major distributors.
- Networking opportunities with other founders, alumni, and FMCG leaders.
This structured mix of education, mentorship, and market access helps position Seedlab startups for long-term success in a competitive sector.
Meet the 2025 Seedlab Cohort
Below is a closer look at the businesses shaping this year’s accelerator intake.
2025 Cohort at a Glance
| Startup | Description | Location |
|---|---|---|
| Bondi Beach Balm | 100% organic, hormone-friendly skincare with a focus on low-maintenance, high-impact results. | NSW, Australia |
| Byron Bay Chilli Company | Chilli sauces, salsas, and corn chips, proudly Australian-made. | NSW, Australia |
| Chur Bol BBQ | Smoked meats, ready from freezer to plate in 15 minutes, using NZ ingredients. | Tasman, New Zealand |
| Dumpling Cheers | Northern Chinese street-style dumplings, crafted from Australian ingredients. | NSW, Australia |
| Googys | Protein bars made with egg and collagen, low sugar, dairy free. | VIC, Australia |
| Hillston Black Garlic | Affordable, farm-grown black garlic, slow-fermented for maximum umami. | Hillston, NSW |
| Ibu Sambal | Authentic Indonesian chilli sauces, handmade with fresh ingredients. | NSW, Australia |
| L’Authentique | Chicken, duck parfaits, terrines, pâtés; already ranged in 600+ NZ supermarkets. | New Zealand |
| Melvourni | Premium organic Greek coffee blends, including Freddo and Frappe. | VIC, Australia |
| Not Coffee | Stimulant-free coffee alternative, free from gluten, dairy, soy, nuts, and GMOs. | VIC, Australia |
| The Four Saucemen | Premium BBQ rubs, sauces, and seasonings. | Auckland, New Zealand |
| The Gut Comfort Company / Kiwi Sorbet | Sorbets and freeze-dried kiwifruit powder supporting digestive health. | Auckland, New Zealand |
| Wholly Shrink! | First home soft plastic compactor, helping households recycle more easily. | NSW, Australia |
Strategic Insights for the FMCG Sector
For industry observers, the 2025 cohort offers a window into shifting consumer priorities. Several insights stand out:
- Frozen is Back
The stigma around frozen foods is fading. Consumers increasingly view frozen as a way to preserve quality and minimize waste while balancing affordability. - Health with Indulgence
Startups like Googys and Not Coffee illustrate a growing market for healthier alternatives that don’t sacrifice taste or ritual. - Sustainability Matters
Wholly Shrink! demonstrates that consumers are eager for tools that make eco-friendly practices easy. Convenience is as important as principle. - Cultural and Global Influences
Products like Ibu Sambal and Dumpling Cheers reflect a desire for authentic international flavors, driven by Australia’s multicultural demographic.
Together, these shifts signal a broader trend toward accessible luxury: everyday products that feel good, taste good, and align with modern values.
Looking Ahead: From Accelerator to Market
The program culminates at EXPO 2026, where startups will pitch directly to buyers and category managers. This event has become a proving ground for FMCG innovators, connecting early-stage brands with distribution pathways.
Seedlab’s focus on practical mentoring rather than abstract theory is a key differentiator. By blending coaching with direct exposure to major retailers, the program ensures founders leave with actionable strategies and potential partnerships.
For investors and retail decision-makers, the 2025 Seedlab intake provides an early look at brands likely to scale in the near future. With cost-of-living pressures driving shifts in household purchasing, startups that combine affordability, health, sustainability, and indulgence are well-positioned to thrive.
Trending FAQ
Q1: What is Seedlab Australia?
Seedlab is a Tasmania-based accelerator program that supports FMCG startups with workshops, mentoring, and retail pitch opportunities.
Q2: How many startups has Seedlab supported so far?
More than 150 alumni have participated, with 63 percent being women-led businesses.
Q3: Why is frozen food making a comeback?
Frozen products are now viewed as a way to balance convenience, quality, and affordability, especially during cost-of-living pressures.
Q4: Which industries are most represented in 2025?
Food-related products dominate, including sauces, frozen meals, coffee, and protein bars. However, skincare and sustainability also feature strongly.
Q5: What happens after the accelerator?
The program concludes with EXPO 2026, where participants pitch their products to major retailers and category managers for potential market entry.
This year’s Seedlab cohort captures the spirit of a changing FMCG landscape. With innovation rooted in everyday life, these founders are poised to turn consumer habits into new business opportunities, shaping what Australians and New Zealanders eat, drink, and use in their daily routines.
