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Must-see startups at MIF Expo 2024: a guide to the future of Food & Beverage trends

Heading to MIF(Made in France) Expo next week, November 10-13th, Paris Porte de Versailles – and looking to dive straight into the trends defining the future of food & beverages?

Streamline your visit with this curated list of must-see startups: 

Food

Plant-based alternatives

  • Ancrée: 100% plant-based and natural caviar alternative
    Stand: N31

Functional foods

  • Basal Nutrition: Probiotic juice cures and baking mixes for digestive health
    Stand: I68
  • Valoriz’me: Protein snacks for women, with sport and balanced nutrition lines
    Stand: N34

Spicy products

  • Haban’s: Hot sauces
    Stand: Artisan Village – F44 – 147
  • Maempi: Vinegar-free chili condiment
    Stand: R27

Anti-waste

  • In Extremis: Anti-waste biscuits repurposing food losses and by-products
    Stand: O23
  • Topinamour: Short-supply chain products from imperfect fruits and vegetables
    Stand: I52

Socially-engaged foods

  • Ramdam Social: Buy one pack of chips, and co-fund a meal for someone in need
    Stand: S26

Low-glycemic index options

Better-for-you spreads

  • Poline: Vegetable jams, world champion in 2023
    Stand: M30
  • Papahuète: Natural peanut butters with unique flavors
    Stand: Artisan Village – F44 – 54

Drinks

Pre- and probiotic drinks

Botanical drinks

  • Hyca: Botanical waters with distilled plants
    Stand: Artisan Village – F44 – 113

Solid drinks

  • Meelk: Powdered plant-based milk
    Stand: O23
  • Necense: Mixable cocktails and sodas
    Stand: M34

Responsible wine

  • Ekhi: Promoting wines from French women winemakers
    Stand: O33

If you’re interested in a more tailored startup itinerary focused on specific topics or sub-trends with additional startup recommendations, feel free to reach out! I’m actively sourcing startups and can quickly create a custom plan for you. Just contact me at sandra@sesamers.com

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Events 20 hours ago

Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell.  Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental.  But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations.

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