Sesame Summit 2026 – application open

How Food Tech Startups are Adapting to Changing Customer Appetites, in 10 Trends

Food Tech has had better times, at least in terms of investment. But the underlying factors nurturing food innovation are here to stay, and are creating tailwinds for new trends.

Before we dive deeper into 10 of these trends, let’s start with the bad news: 2023 was a rough year for food technology startups seeking to raise venture capital. According to data from research firm PitchBook, fewer managed to do so than in 2021 and 2022. And those who did collectively attracted significantly less funding than in 2021, but also than in years prior to the pandemic.

Startups overall have been caught off guard by the end of zero-interest-rate times. Food tech is no exception, but this sector is even more strongly affected by inflation. How can consumers demand innovation when price tags are such a pressing concern?

This contradiction is only apparent. Sure, budget-concerned households are less likely to splurge on premium food delivery, for instance. But food tech can also bring alternatives to ingredients whose prices have become too expensive or volatile.

Avoiding waste is another way in which food tech can align with the new flavor of consumer demand — and it is much more than about good household management.

Concerns around environmental impact, animal welfare and health risks have converged to create opportunities for startups working on changing how we buy, cook, drink, eat and recycle. With a caveat: there are things that consumers aren’t prepared to sacrifice, even for the sake of the planet.

Taste is high on the list; it may go without saying, but it is still a huge challenge for startups looking to replace beloved kitchen staples. As for companies hoping to change our cooking habits, they have to remember that it can’t come at the price of convenience, although it no longer warrants a premium. 

Investors aren’t immune to contradictory impulses, either. They want innovation and profitability; or at least, a clear path in that latter direction. This represents a challenge for companies looking to bring something new to the market, but luckily for them, there’s more capital than venture capital.

Government funding, in particular, is becoming available to food tech companies whose roadmaps meet a broader need to create more sustainable food production systems. That’s true in the UK, but also in Canada and the European Union.

It would also be wrong to think that VCs have given up on food tech. Maybe some generalist firms did, but many others are still ready to place bets, either because it overlaps with other areas such as deeptech and climate tech, or because they specialize in food tech.

There’s no apparent slowdown on that front. Eatable Adventures, Joyful Ventures, Kost Capital and Supply Change Capital are some firms that recently raised funds to invest into food tech, joining a global group that also includes Bluestein Ventures, FoodLabs and many others.

We can’t tell where food tech VCs will invest, but we have identified 10 trends that best reflect how food tech startups could meet consumer priorities in 2024 and beyond:

  1. Alternative proteins
  2. Alternative everything
  3. Consumer empowerment
  4. Sugar reduction
  5. Cooking innovation
  6. Non-alcoholic beverages
  7. Food as medicine
  8. Meal kits
  9. Greener packaging
  10. Fighting food waste

Some of these may already have peaked, but that’s interesting, too. It could translate into acquisitions from the food and beverage industry, and as we’ll see, it already has. But without further ado, let’s dive in.

Alternative proteins

Alternative proteins, or alt-proteins, are often top of mind when we think of consumer-facing food tech. With the anticipation of rising demand for meat alternatives, it is also in this category that startups have gained the most visibility. 

Some of these, such as Impossible Foods, are already well beyond the startup stage; in 2019, U.S. plant-based meat replacement manufacturer Beyond Meat became the first company in its space to go public on the Nasdaq. This rise is also global, with brands such as HappyVore, Heura and Violife showing up on European supermarket shelves.

However, this segment is still struggling to attract more customers beyond early adopters, and investors have taken notice. Fundraising has been in sharp decline over the past two years, PitchBook recently reported.

What seems more likely is that more innovation is needed so that taste and cost discrepancy are less of a challenge. Research on cultivated meat and precision fermentation, for instance, is well underway. There’s government funding at stake: In December, the EU announced it would invest €50 million in helping scale up alt-proteins production.

In addition, startups are thinking beyond chicken and beef, with Denmark’s FÆRM coming up with dairy-free cheese, France’s Gourmey, with cultivated foie gras, and Israel’s Oshi, with plant-based salmon filets — not to mention several companies developing egg alternatives.

Alternative everything 

It’s not just the alt-proteins space that is diversifying beyond meat. Companies are also developing replacements for other ingredients, for various reasons that reflect both customer demand and market trends.

One group of startups uses precision fermentation to offer an alternative to palm oil, amid rising scrutiny due to a mix of environmental and health concerns. As “no palm oil” labels become a common sight on packaging, teams are rushing to supply food manufacturers with other options.

C16 Biosciences, for example, encourages its clients to “Go Palmless.” With approximately €31.25 million in funding to date from the Bill & Melinda Gates Foundation and others, it cites consumer and regulator pushback, but also supply and price volatility amid the reasons why alternatives are needed.

Similarly, demand for a sustainable alternative to cocoa is driven by concerns about its climate impact, but also correlated supply and pricing woes, as environmental threats put pressure on producers. 

This led Munich-based company Planet A Foods to create cocoa-free chocolate ingredient ChoViva, which it hopes to sell to more manufacturers internationally thanks to a $15.4 million Series A round of funding (€14.2 million). The startup is also looking to expand its approach to other plant-based ingredients, and there’s no doubt that other companies are working on other replacements, too.

Consumer empowerment through food tech

“No palm oil” and other labels only go so far. Enters Yuka: the French scanning app has become a phenomenon for health-conscious consumers to check before they buy.

food tech app - Yuka
📸 Yuka

Yuka is a trend in itself; in France, it is now a common sight to see people use it in food stores. But it also has competitors and global counterparts, such as EWG’s Healthy Living app; Fig, which also flags allergens; the FoodSwitch app; and Fooducate, with a broader focus on cultivating healthy eating habits. 

Before entering this space, however, companies may want to consider the headwinds they will face, some of them less expected than others. Yuka’s team, for instance, was upset to see IFOAM, a worldwide organization advocating for organics, take legal action against the app’s potentially misleading “Eco-score.” Then again, that’s another incentive for startups to up their game.

Sugar reduction

Sugar is one ingredient that consumers are often concerned about. This creates an opportunity for companies to come up with products that contain less sugar, but let’s face it: They won’t sell many if the taste is not sweet enough. Or worse, if they leave a bad aftertaste, as sweeteners often do.

That’s where a new group of startups come in, with innovations that hope to indulge our sweet tooth, only with less sugar. Their names may be less familiar to the general public, but there are quite a few of them working with the food industry behind the scenes.

Israeli startup Better Juice, for example, is partnering with Illinois-based Ingredion to fast-track its entry into the U.S. juice market. As others, it promises to deliver less sugar, but as much flavor. So does Incredo, also from Israel, and formerly known as DouxMatok.

A special mention goes to Zya, a British startup tackling the problem from a slightly different angle. It is developing enzymes — another growing trend — that can transform sugar into fiber in the gut.

Cooking innovation – food tech

Ingredients aside, many people are worried about the health implications of cooking methods such as deep frying. This played no small part in the air fryer craze: Thanks to clever marketing, these convection ovens have become a kitchen staple.

That ship may have already sailed, unless AI air fryers revive the hype. But either way, it shows that there is room for innovation in the cooking department. 

At the Consumer Electronics Show (CES 2024) in Las Vegas in January, Dutch company Sevvy showcased its licensable technology to “prepare food without baking fats and use up to 50% less salt and sugar.” There was also Brisk It Grills and its smart barbecues, ColdSnap‘s ice cream machine and Bartesian‘s on-demand cocktail maker, the AP reported.

blank
📸 Bartesian

Non-alcoholic beverages

Will mocktails eventually replace cocktails? Drinking alcohol is a habit that consumers increasingly want to break or keep under check. Beverage companies know this and are adapting their offering, but startups are also carving out a space for themselves in the beverage aisle.

As new products keep popping up, the non-alcoholic beverage segment is increasingly diversified, from alcohol-free beer and wine brands to Liquid Death, the canned water company that is now valued at a whopping $1.4 billion (around €1.3 billion.) 

Among newcomers, several say that their products do more, not less. This is an emerging category of products known as functional beverages, with marketing that touts the benefits of adaptogens, cannabidiol, nootropics or probiotics. 

The sector is also ripe for acquisitions, following the footsteps of London-based Seedlip, which was bought by juggernaut Diageo in 2019 for an undisclosed amount.

Food as medicine

The rise of functional beverages reflects a broader trend that some startups are riding, and which can be summed up as “food as medicine.” Touted health benefits can vary, from short-term goals such as gut health, to long-term ones, namely longevity.

One interesting company in this space comes out of Sweden: Nick’s, which manufactures keto diet-friendly ice cream and snack bars. As many as 7 percent of Americans followed a keto diet in 2022, according to data from the International Food Information Council.

The adoption of anti-obesity drugs such as Ozempic and Wegovy for weight loss could be even more massive, with consequences on the food sector — and not all negative. 

According to PitchBook senior analyst Alex Frederick, “there is an opportunity to create supplements and functional foods that cater to GLP-1 drug patients and help maintain muscle mass and healthy nutrition.”

Meal kits

Food delivery startups were likely overhyped, especially in terms of the volume of investment they attracted. But it arguably says more about delivery, its low margins and labor issues, than about food in itself.

On the consumer side, there is still an appetite for healthy meals that fit into busy lives. During the pandemic, this fueled demand for meal kits, where individuals get the rewards of homemade cooking without having to worry about recipes or buying groceries.

However, meal-kit companies now belong to a crowded category that delivered mixed results in 2023. But it would be too early to write them off. Experts predict that there will be winners and losers; to be among the former, startups will have to address concerns around value for money, as well as packaging waste.

Greener packaging

With customers increasingly critical of plastic use and with an eye on reducing both environmental impact and costs, food companies are keen to rethink their packaging, and startups are hoping to help.

Some of these teams have ties to biotech, with research and development on innovative materials derived from mushrooms, algae and other microorganisms. 

For consumers, the end result is packaging that can be either biodegradable, less voluminous, edible, or all of these at the same time. London-based Notpla illustrates this trend, with eco-friendly packaging that’s not plastic — hence the name — and that could wrap up liquids, too. 

Listen to the Selected podcast episode below with Notpla’s co-founder and co-CEO Pierre Paslier discussing the company’s journey and plans.

Food Tech is fighting food waste

Packaging waste is one thing; food waste is another, and a major issue: Around 10% of food made available to EU consumers may be wasted, according to Eurostat estimates.

The most high-profile company addressing this problem is Too Good To Go, which connects its community to supermarkets, shops, restaurants, and manufacturers with surplus food. Since its launch in 2016, the company says it has grown to over 78 million registered users and 140,000 active business partners across 17 countries.

Too Good To Go is not alone in its space; for instance, there’s also grocery deals app Flashfood in the U.S. And at the household level, a few indie apps promise to help users keep track of food expiration dates.

Too Good To Go is taking this idea to another level thanks to AI, which it is leveraging to help grocery retailers draw more margin from near-expired food and reduce food waste

That Too Good To Go and its partners are embracing AI is a sign of more to come. Just like many other sectors, FoodTech can benefit from AI-enabled innovations that go beyond gimmicks and deliver real value to manufacturers and users. That may not be a massive trend yet, but it could soon become one, and we will definitely be tracking it.


Quick heads up: Sesamers is collaborating with SIAL Paris – the world’s largest food innovation exhibition – to support first-time startup exhibitors with making the most of this year’s event. More information is available here + feel free to contact sial@sesamers.com with any questions!

you might also like

crowds throng the avenue before the Blue Stage at VivaTech 2025
Events 2 days ago

At Sesamers, we’re always looking to be the first to learn about the latest trends in the startup and tech events space. That’s why it feels like a privilege that Sesamers was invited by Olivia Hervy, chief ecosystem officer of VivaTech, to the exclusive kick-off VivaTech 2026, alongside key partners.  As Europe’s largest startup and tech event prepares for its 10th anniversary, scheduled for June 17-20, 2026 in Paris, being part of this circle of industry professionals gives us early insight into what promises to be VivaTech’s most ambitious edition yet, with significant expansions and new experiences that reflect a decade of growth and evolution. Major infrastructure expansions After calling Hall 1 and 2 at Porte de Versailles home for a decade, VivaTech 2026 is relocating to Hall 7, a new three-floor building that the event will occupy fully. The venue now features 30% more exhibition space across three floors; upgraded infrastructure; excellent internet connectivity, and a much larger business center. The building has 12 dedicated restaurant areas, providing ample dining options to better accommodate the growing crowds. The centerpiece is a brand new, 2,200-seat main stage where the event’s most significant announcements and keynotes will be held. Greater business focus Building on 2025’s  success (180,000 attendees, 14,000 startups), VivaTech 2026 introduces several business-focused improvements: Doubled innovation showcase The “Garden of Innovators” concept has been expanded upon, with organizers promising to double startup participation, product announcements, and exhibition surface area compared to previous editions.  Located on the first floor, the welcome area will showcase exemplars of innovation through the centuries to remind attendees of humanity’s continuous drive to invent and create. Germany takes center stage For 2026, Germany has been selected as the “Country of the Year,” and VivaTech will highlight the nation’s contributions to the European tech ecosystem with an eye towards strengthening Franco-German technological cooperation. Thematic villages  VivaTech 2026 introduces a new organizational approach: We have four dedicated thematic arenas, each of which features its own startup village and specialized programming: Each thematic village will feature startups building in those sectors, creating focused ecosystems where attendees can explore innovations that cross-pollinate within a concentrated area. Every theme features its own dedicated stage, which will host talks, panels, and presentations tailored to that sector. An additional Executive Arena will cater specifically to marketing and tech leaders, providing a hub for C-level discussions and strategic content. “Revolutions in Progress” VivaTech2026’s theme emphasizes ongoing technological revolutions, with particular focus on: Special anniversary experiences To mark the event’s 10th anniversary, VivaTech 2026 will feature several special events: Looking forward With its tagline, “VIVA LA REVOLUTION,” VivaTech 2026 positions itself not just as a retrospective celebration, but as the launch pad for the next decade of European tech innovation. The expanded format and new experiences point to how the event is evolving from a showcase into an increasingly sophisticated business platform for the global tech community. VivaTech 2026 builds on last year’s impressive satisfaction metrics (92% of exhibitors satisfied, 82% of attendees planning to return) while substantially expanding capacity and capabilities to serve the growing European tech ecosystem.

a wall of amplifiers
Events 2 days ago

Europe recorded €108 billion from exhibitions and events in 2024, according to UFI’s latest data. The continent welcomed 102 million visitors to over 2,000 certified exhibitions across 17 countries; Web Summit Lisbon set a record with 71,528 attendees in November 2024, making it the largest edition to date; and Stockholm’s Techarena secured just over €1 million from VC firm BackingMinds to expand internationally. By any reasonable measure, Europe’s events space has absolutely crushed the events game. End of story. Fin. However, from where I’m sitting, the elephant is still lurking quite comfortably in the room. At the risk of being ostracized, I’ll go ahead and ask the question: Why are some of the most innovative companies on the planet still schlepping to Austin for SXSW to make their biggest announcements (Salt Lick and Stubbs BBQ’s aside)? The room vs. the world Looking at the numbers: Europe’s events spark more meaningful connections per square meter than anywhere else on Earth. In 2025, VivaTech set records with 180,000 visitors, a 10% increase from a year earlier. MWC Barcelona authoritatively anchors a circuit stretching from Kigali to Las Vegas. The continent plays host to an estimated 32,000 exhibitions annually, generating 4.3 million full-time equivalent jobs. These are numbers you cannot take lightly. But walk into any European tech conference and you’ll witness something that should make every one of us reach for the Advil: major announcements received by something akin to a boisterous golf clap from 500 or so people. And that’s it. Those announcements then usually disintegrate into the digital ether, seemingly never to be heard of again. Meanwhile, across the pond, a throwaway tweet about the same topic has the potential to garner upwards of 50,000 shares and three podcast invitations faster than you can drink your morning coffee. But data and numbers don’t lie, and when it comes to events, they’re frankly embarrassing. Europe’s events sector processes roughly €108 billion, and is  extraordinarily efficient in bringing decision makers together in the same space.  European startups consistently struggle with what should be the easier bit: translating those promising conversations into sustained media coverage, investor attention and market validation. The great muppet caper Picture this scene playing out roughly 847 times per week across Europe: Monday: A Finnish startup leveraging AI presents a true breakthrough in supply chain management/optimization/operations to 200 logistics executives at a specialized track. The demo is genuinely impressive. The potential is genuinely massive. The audience is the very definition of target market. All the right pieces are in all the right places. Tuesday: Three tech publications publish brief summaries, perhaps even covering the entire conference, and not just the logistics breakthrough. The fledgling company’s LinkedIn post gets 47 likes (including the founders’ mothers, university mates, and the intern). A single podcast interview is scheduled for three weeks later. It may or may not happen. Wednesday: The story is now less alive than disco was on July 13, 1979. Look that one up, kids. Now let’s compare the same actions to the American playbook, which, if I’m honest, makes me simultaneously impressed and nauseous. The same company makes the announcement at a Bay Area-based event (yep, you know it as well as I do). It generates immediate response across a variety of channels from some  truly influential voices and some noise makers, but enough to garner the attention of major media (print, podcast, and pulp) outlets within 48 hours. It then spawns derivative content, and creates a sustained conversation that drives real, true, business development for the startup for weeks. The difference here isn’t the quality of the innovation; it’s how the messaging was amplified. Folks, you can hate me for saying this, but this is where Europe is getting schooled. There is no stopping in the Red Zone Take one look at today’s media landscape, and you’ll leave with a rather morbid impression. The problem isn’t structural fragmentation; it’s an endemic contraction. Leon may be growing, but European tech media is shrinking,  at precisely the wrong moment. A brief reminder: TechCrunch, long the go-to outlet for European startup coverage, quietly shut down its entire European operation in 2025 when private equity firm Regent LP acquired the publication.  Digital Frontier, the London-based tech publication that launched in early 2024 with a team of 20, “paused” operations just a few months ago, making all 16 staff members redundant.  Business Insider cut 21% of its staff in 2025, citing “extreme traffic drops” and AI disruption. Just days ago, we all found out that The Next Web, once one of Europe’s flagship tech conferences and media brands, was shutting down its events and media operations after nearly 20 years. The Financial Times, which bought TNW in 2019, confirmed it was winding down the business by the end of September following a “strategic review.” Conference attendance had dropped to 4,500 in 2025, less than half of pre-pandemic levels. The failure to capture content The folks at Black Unicorn PR earlier this year put together a guide that reveals something anyone working in European tech media already knows but pretends isn’t true: “Unlike the U.S., which has a few dominant tech media outlets and an emerging class of star indie writers, Europe hasn’t yet consolidated its practitioners’ knowledge in one place.” Stop and think about what that really means for a second. Sure, we’ve got strong regional players, and I salute Sifted, EU-Startups, and Tech.eu doing the do. But the lack of a unified amplification machinery, by definition, puts Europe at a disadvantage over Silicon Valley stories that are destined to be heard in Phuket faster than you can finish reading this sentence. To put it bluntly, European tech events suffer from content capture failure. The most valuable insights surface within conversations, at roundtable discussions, and networking sessions that generate no permanent content.  Unlike American events, which increasingly operate as content factories designed for social media amplification, European conferences optimize to create value in the room rather than post-event content distribution. All that

blank
New Materials 3 days ago

Winning the JEC Startup Booster's 2025 Sustainability Award transformed Strong by Form from a 'promising startup' into a serious player with industrial credibility.

Subscribe to
our Newsletter!

Stay at the forefront with our curated guide to the best upcoming Tech events.